Work

Simultaneous Determination of Market Share and Advertising Expenditure Under Dynamic Conditions: the Case of a Firm Within the Japanese Pharmaceutical Industry

Year: 1971

Type: preprint

Abstract: The main objective of this model is to analyse the simultaneous determination of market share and advertising expenditure under dynamic conditions. The authors' empirical analysis is applied to the case of the Eisai Company within the Japanese pharmaceutical industry from 1959 to 1969. Although the model is limited to this particular company and industry, the theoretical formulations and estimation techniques together with the particular distributed lag used may be usefully applied to other cases.

Source: RePEc: Research Papers in Economics

DOI: 10.11398/economics1950.22.3_1

Authors: Hiroki Tsurumi, Yoshi Tsurumi

Institutions: Queen's University, Queens University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W3124513979

Cites: 15

Cited by: 10

Related to: 10