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Chapter The effectiveness of marketing tools in a consumer goods market in Italy during the Great Recession (2010-2015)

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In the case of markets characterized by a stationary primary demand, the relevant dimension for measuring a company's success is represented by market shares. The paper aims to build and comment on a model that gauges the competitive effects of marketing maneuvers on market shares, with referen...

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Bibliographic Details
Main Author: Tassinari, Giorgio (auth)
Other Authors: Panarello, Demetrio (auth)
Format: Electronic Book Chapter
Language:English
Published: Florence Firenze University Press 2021
Series:Proceedings e report 132
Subjects:
Stationary demand
Market shares
Competitive structure
Multinomial Logit
Seemingly Unrelated Regressions
Online Access:OAPEN Library: download the publication
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