In:
Journal of Marketing, SAGE Publications, Vol. 25, No. 4 ( 1961-04), p. 52-57
Abstract:
Both the petroleum industry and food chains face the recurring problem of choosing between a large sales volume at relatively low profit margins, and a lower sales volume at a current higher profit margin. In this article, the author discusses selected marketing studies in which it was possible to estimate the “optimum” market share under various competitive conditions. The underlying principles may have wide application for marketing planners.
Type of Medium:
Online Resource
ISSN:
0022-2429
,
1547-7185
DOI:
10.1177/002224296102500411
Language:
English
Publisher:
SAGE Publications
Publication Date:
1961
detail.hit.zdb_id:
2052318-X
detail.hit.zdb_id:
218318-3
SSG:
3,2
Permalink