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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Bibliographic Details

Published in:	Manchester School (14636786) Vol. 79; no. 1; pp. 145 - 159
Main Authors:	Ermes, Christine Halmenschlager, Mantovani, Andrea, Troege, Michael
Format:	Article
Published:	Wiley-Blackwell January 2011
Subjects:	Elasticity (Economics) Mathematical models of marketing Economic demand Mathematical models Consumer goods Economics
Online Access:	View this record in EBSCOhost