Summary
This article describes the information-systems theory and the pedagogy behind the development of C.A.S.P.E.R.--Competitive Analysis System for Product Performance and Promotional Effectiveness Research. Managers must be able to learn from historical data (and graphical summaries can be very effective in this role), simulate the market response to proposals, and evaluate plans in a dynamic, competitive environment. The CASPER software performs these three basic functions using an asymmetric marketshare model as the market simulator.
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References
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© 1988 Springer-Verlag Berlin · Heidelberg
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Cooper, L.G. (1988). Market-Share Analysis: Communicating Results Through Spreadsheet-Based Simulators. In: Gaul, W., Schader, M. (eds) Data, Expert Knowledge and Decisions. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-73489-2_4
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DOI: https://doi.org/10.1007/978-3-642-73489-2_4
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-73491-5
Online ISBN: 978-3-642-73489-2
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