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.

"About this title" may belong to another edition of this title.

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