A Mathematical Modeling Approach to Product Line Decisions

Glen L. Urban

39 citations0/0 files storedJournal of Marketing Research

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Consumer Market Behavior and Pricing Supply Chain and Inventory Management Product Development and Customization

Abstract

Interdependencies among brands in a firm's product line should be considered when marketing strategies are formulated. This article develops a mathematical model of the interaction among products for normative strategy recommendations. An empirical example applying the a priori model to a product line decision suggests that the model prespecification is relevant and useful.

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1965Competitive Strategies for New Product Marketing Over the Life Cycle 1965Short Term Price and Dealing Effects in Selected Market Segments 1960Operational Research and Advertising: Theories of Response

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