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DETERMINING THE MOST PROFITABLE RETAIL BRAND MIX FROM EMPIRICAL MEASURES OF BRAND PREFERENCE
Author(s) -
Anderson Evan E.
Publication year - 1974
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1974.tb00637.x
Subject(s) - brand preference , preference , business , product (mathematics) , brand management , brand extension , marketing , advertising , empirical research , product mix , economics , microeconomics , brand awareness , mathematics , statistics , geometry , industrial engineering , engineering
This paper refers to the brand‐preference parameters of a previously accepted empirical model, and axiomatically generates several basic propositions and their proofs, which define the retail store's most profitable short‐run blend of product brands.