Application of the Defender Consumer Model (Classic Reprint) - Hardcover

John R. Hauser

Hardcover

ISBN 10: 0265950813 ISBN 13: 9780265950814

Publisher: Forgotten Books, 2018

Synopsis

Defend profits with a practical model for defensive marketing.

This book introduces the Defender consumer model, a math-based approach to understanding how a firm can defend an established product against a newer rival. It shows how affective it is to focus on value per dollar across product attributes and how consumer tastes vary across buyers.

You’ll learn how to:

• frame product features and price as “per dollar” dimensions to predict market responses
• account for heterogeneous consumer tastes in forecasting outcomes
• compare Defender with traditional perceptual maps and other forecasting models
• apply the model to real-world scenarios, including defensive launches and strategy choices

Ideal for readers of marketing science and new product strategy who want a clear method for defending market position.

Edition details

• Publisher: Forgotten Books
• Publication date: 2018
• Language: English
• ISBN 10: 0265950813
• ISBN 13: 9780265950814
• Binding: Hardcover
• Number of pages: 69