Friday, April 13, 2007

Marketing research

The American Marketing Association publishes various journals, the Journal of Marketing Research among them. This website lists current and forthcoming articles. Some articles can actually be seen fro free.

Steenburgh (Harvard) discusses the decomposition of elasticity. He presents
a clear and accurate method that simultaneously attributes the growth in own- good demand to changes in: (1) consumers’ decisions, (2) competitive demand, and (3) competitive market share.The author accomplishes this by settling some confusion about what the decision- and share-based decompositions mean, by discussing how each of the decompositions relate to the others, and by discussing the research questions that each of the decompositions can answer.

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