Sinopsis
Defend profits with a practical model for defensive marketing.
This book introduces the Defender consumer model, a math-based approach to understanding how a firm can defend an established product against a newer rival. It shows how affective it is to focus on value per dollar across product attributes and how consumer tastes vary across buyers.
You’ll learn how to:
- frame product features and price as “per dollar” dimensions to predict market responses
- account for heterogeneous consumer tastes in forecasting outcomes
- compare Defender with traditional perceptual maps and other forecasting models
- apply the model to real-world scenarios, including defensive launches and strategy choices
Ideal for readers of marketing science and new product strategy who want a clear method for defending market position.
"Sinopsis" puede pertenecer a otra edición de este libro.
Reseña del editor
Excerpt from Application of the Defender Consumer Model
This paper examines the feasibility, practicality, and predictive ability of the consumer model which was proposed by Hauser and Shugan We report results in two product categories, each representing over $100 million in annual sales. We develop per dollar perceptual maps and empirical consumer taste.
About the Publisher
Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com
This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.
"Sobre este título" puede pertenecer a otra edición de este libro.
Otras ediciones populares con el mismo título
Resultados de la búsqueda para Application of the Defender Consumer Model (Classic...
Imagen del vendedor
Application of the Defender Consumer Model (Classic Reprint)
Impresión bajo demandaLibrería: Forgotten Books, London, Reino Unido
Calificación del vendedor: 4 de 5 estrellas
Paperback. Condición: New. Print on Demand. This book introduces a groundbreaking consumer model that challenges the established norms of marketing strategy. Utilizing a robust analysis of consumer preferences and economic principles, the author presents a comprehensive framework for understanding and predicting consumer behavior in competitive markets. Rooted in perceptual mapping and taste distribution, the model uniquely captures the interplay between product attributes and consumer preferences, offering a more granular and dynamic view of consumer choice. This approach significantly advances the field of marketing science by enabling marketers to tailor their strategies to the nuanced variations within consumer segments. Ultimately, the book empowers marketers to make informed decisions about product positioning, pricing, and promotional efforts, enhancing their ability to effectively compete in dynamic market environments. This book is a reproduction of an important historical work, digitally reconstructed using state-of-the-art technology to preserve the original format. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in the book. print-on-demand item. Nº de ref. del artículo: 9781332433421_0
Comprar nuevo
EUR 15,64
Gastos de envío gratis
Se envía de Reino Unido a Estados Unidos de America
Se envía de Reino Unido a Estados Unidos de America
Cantidad disponible: Más de 20 disponibles
Imagen de archivo
Application of the Defender Consumer Model Classic Reprint
Librería: PBShop.store US, Wood Dale, IL, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
PAP. Condición: New. New Book. Shipped from UK. Established seller since 2000. Nº de ref. del artículo: LW-9781332433421
Comprar nuevo
EUR 21,95
Gastos de envío gratis
Se envía dentro de Estados Unidos de America
Se envía dentro de Estados Unidos de America
Cantidad disponible: 15 disponibles
Imagen de archivo
Application of the Defender Consumer Model Classic Reprint
Librería: PBShop.store UK, Fairford, GLOS, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
PAP. Condición: New. New Book. Shipped from UK. Established seller since 2000. Nº de ref. del artículo: LW-9781332433421
Comprar nuevo
EUR 21,01
Envío por EUR 3,80
Se envía de Reino Unido a Estados Unidos de America
Se envía de Reino Unido a Estados Unidos de America
Cantidad disponible: 15 disponibles