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Demand Expansion and Elasticity Improvement as Complementary Marketing Goals.

A study examined a scenario whereby a marketing division of a monopoly faces two marketing options, namely, market enlargement and elasticity improvement. Data were obtained using a CES demand function in a simple model. Findings suggested that the two activities are complementary, so that for som...

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Publicado en:Manchester School (14636786) Vol. 79; no. 1; pp. 145 - 159
Autores principales: Ermes, Christine Halmenschlager, Mantovani, Andrea, Troege, Michael
Formato: Artículo
Publicado: Wiley-Blackwell January 2011
Materias:
Elasticity (Economics)
Mathematical models of marketing
Economic demand
Mathematical models
Consumer goods
Economics
Acceso en línea:Ver este registro en EBSCOhost