Diagnosing Competition

P. S. H. Leeflang

Chapter 23 in Economic Decision-Making in a Changing World, 1993, pp 239-263 from Palgrave Macmillan

Abstract: Abstract Today’s companies are starting to pay as much attention to tracking their competitors as to understanding their consumers. The growing attention to competition is reflected in today’s marketing concept, the contents of the steps of the marketing planning process and the growing number of analyses developed to diagnose competition. This paper discusses the consequences of the growing attention for competition in marketing management and marketing research. Most attention is given to the application of diagnostic methods to analyse competition using scanning data.

Keywords: Market Share; Indifference Curve; Scanning Data; Competitive Reaction; Brand Position (search for similar items in EconPapers)
Date: 1993
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-11144-2_23

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DOI: 10.1007/978-1-349-11144-2_23

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