Summary
A model of the interaction between products for normative strategy recommendations is described, an a priori product line model for finding the best marketing mix for each product in a line. The model includes aggregate product group marketing mix, product interdependency, and competitive brand effects.
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© 1976 Springer-Verlag Berlin Heidelberg
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Urban, G.L. (1976). A Mathematical Modeling Approach to Product Line Decisions. In: Mathematical Models in Marketing. Lecture Notes in Economics and Mathematical Systems, vol 132. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-51565-1_115
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DOI: https://doi.org/10.1007/978-3-642-51565-1_115
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-07869-2
Online ISBN: 978-3-642-51565-1
eBook Packages: Springer Book Archive