Assessing the Impact of Market Disturbances Using Intervention Analysis

Dean W. Wichern and Richard H. Jones
Additional contact information
Dean W. Wichern: University of Wisconsin--Madison
Richard H. Jones: University of Wisconsin--Madison

Management Science, 1977, vol. 24, issue 3, 329-337

Abstract: A recurring problem confronting marketing operatives at all levels is assessing the impact of market disturbances. The disturbances may be caused by marketing mix manipulations of the firm itself, by its competitors or by fundamental external changes in the environment in which the firm operates. This article discusses a technique, intervention analysis, by which the impact of such disturbances can be assessed. The technique is used to examine the effects of Proctor and Gamble's promotion of the American Dental Association endorsement of Crest on the market shares of Crest and Colgate dentifrice during the years 1958-1963.

Date: 1977
References: Add references at CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://dx.doi.org/10.1287/mnsc.24.3.329 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:24:y:1977:i:3:p:329-337

Access Statistics for this article

More articles in Management Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().