Titlebook: Quantitative Marketing and Marketing Management; Marketing Models and Adamantios Diamantopoulos,Wolfgang Fritz,Lutz Hild Book 2012 Gabler V

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Investigating Cross-Category Brand Loyal Purchase Behavior in FMCGloyalty is regarded as a major strategic asset that has been investigated as an important source of equity. Most analyses, however, have been conducted in one specific product category only. The aspect of crosscategory related brand loyalty has been widely neglected so far. We concentrate on crossca

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Supporting Strategic Product Portfolio Planning by Market Simulationaditional simulation model allows for estimating the development of market shares of various powertrains in different vehicle size classes subject to the vehicle portfolio offered and to assumptions about consumer behavior and market environment.

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