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...
| Publicado en: | Manchester School (14636786) Vol. 79; no. 1; pp. 145 - 159 |
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| Autores principales: | , , |
| Formato: | Artículo |
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Wiley-Blackwell
January 2011
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=511456194&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 511456194 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 14636786 MSE jtl: Manchester School (14636786) issn: 14636786 maglogo: N pubinfo: dt: January 2011 vid: 79 iid: 1 pid: 480 pub: Wiley-Blackwell artinfo: ui: 511456194 10.1111/j.1467-9957.2010.02181.x ppf: 145 ppct: 14 formats: tig: atl: Demand Expansion and Elasticity Improvement as Complementary Marketing Goals. aug: au: Ermes, Christine Halmenschlager Mantovani, Andrea Troege, Michael su: Elasticity (Economics) Mathematical models of marketing Economic demand Mathematical models Consumer goods Economics sug: subj: Elasticity (Economics) Mathematical models of marketing Economic demand Mathematical models Consumer goods Economics keyword: Complementarity (Economics) ab: 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 some cost configurations, the firm will find it profitable to jointly implement the two options simultaneously when either option alone would produce a loss. Findings indicated that the same joint implementation conclusion is also applicable for consumer surplus, and hence a fortiori also under conditions of a social welfare objective. Findings are discussed in detail. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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