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.
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Application of the Defender Consumer Model (Classic Reprint)
Print on DemandSeller: Forgotten Books, London, United Kingdom
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Paperback. Condition: New. Print on Demand. This book introduces a groundbreaking consumer model that challenges the established norms of marketing strategy. Utilizing a robust analysis of consumer preferences and economic principles, the author presents a comprehensive framework for understanding and predicting consumer behavior in competitive markets. Rooted in perceptual mapping and taste distribution, the model uniquely captures the interplay between product attributes and consumer preferences, offering a more granular and dynamic view of consumer choice. This approach significantly advances the field of marketing science by enabling marketers to tailor their strategies to the nuanced variations within consumer segments. Ultimately, the book empowers marketers to make informed decisions about product positioning, pricing, and promotional efforts, enhancing their ability to effectively compete in dynamic market environments. This book is a reproduction of an important historical work, digitally reconstructed using state-of-the-art technology to preserve the original format. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in the book. print-on-demand item. Seller Inventory # 9781332433421_0
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Application of the Defender Consumer Model Classic Reprint
Seller: PBShop.store UK, Fairford, GLOS, United Kingdom
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PAP. Condition: New. New Book. Shipped from UK. Established seller since 2000. Seller Inventory # LW-9781332433421
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