Skip to main content
SpringerLink
Log in
Book cover

Handbuch Produktmanagement pp 485–506Cite as

Wirksamkeit der Marketinginstrumente

  • Chapter

  • 2267 Accesses

Zusammenfassung

Der vorliegende Beitrag befaßt sich mit den Wirkungen der Marketinginstrumente Preis, Verkaufsförderung, Werbung und Persönlicher Verkauf auf diverse abhängige Variablen, die Nachfrage entweder aggregiert für den Gesamtmarkt oder ein Marktsegment oder disaggregiert für einzelne Käufer betrachten.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   54.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Literatur

  • Albach, H., Das Gutenberg-Oligopol, in: Koch, H., (Hrsg.), Zur Theorie des Absatzes, Wiesbaden 1973.

    Google Scholar 

  • Arnold, S. J./Oum, T. H./Pazderka, B., Advertising Quality in Sales Response Models, in: Journal of Marketing Resarch, 1987, S. 106–113.

    Google Scholar 

  • Assmus, G./Farley, J. U./Lehmann, D. R., How Advertising Affects Sales, in: Journal of Marketing Research, 1984, S. 65–74.

    Google Scholar 

  • Balderjahn, I., Marktreaktionen von Konsumenten, Berlin 1993.

    Google Scholar 

  • Bass, F. M./Leone, R. P., Temporal Aggregation, the Data Interval Bias, and Empirical Estimation of Bimonthly Relations from Annual Data, in: Management Science, 1983, S. 1–11.

    Google Scholar 

  • Bentz, Y./Merunka, D., La mod’elisation du choix des marques par le mod’ele multinomial logit et les r’eseaux de neurones artificiels: proposition d’une approche hybride, in: Recherche et Applications en Marketing, 1996, S. 43–61.

    Google Scholar 

  • Beswick, C. A., Allocating Selling Effort via Dynamic Programming, in: Management Science, 1977, S. 667–678.

    Google Scholar 

  • Blattberg, R. C./Briesch, R./Fox, E., How Promotions Work, in: Marketing Science, 1995, S. G122–G132.

    Google Scholar 

  • Blattberg, R. C./Neslin, S. A., Sales Promotion, Englewood Cliffs 1990.

    Google Scholar 

  • Blattberg, R. C./Wisniewski, K. J., Price-Induced Patterns of Competition, in: Marketing Science, 1987, S. 291–309.

    Google Scholar 

  • Blattberg, R. C./Wisniewski, K. J., How Retail Price Promotions Work: Empirical Results, Working Paper, University of Chicago, Chicago 1989.

    Google Scholar 

  • Bolton, R. N., The Relationship Between Market Characteristics and Promotional Price Elasticities, in: Marketing Science, 1989, S. 153–169.

    Google Scholar 

  • Boulding, W./Lee, E./Staelin, R., The Long-Term Differentiation Value of Marketing Communication Actions, Working Paper, Marketing Science Institute, Cambridge 1992.

    Google Scholar 

  • Boulding, W. E./Lee, E./Staeling, R., Mastering the Mix. Do Advertising, Promotion and Sales Force Lead to Differentiation, in: Journal of Marketing Research, 1994, S. 159–172.

    Google Scholar 

  • Boztug, Y./Hildebrandt, L., Nicht- und semiparametrische Markenwahlmodelle im Marketing, Discussion Paper No. 99, Sonderforschungsbereich 373, Humboldt-Universität zu Berlin, Berlin 1998.

    Google Scholar 

  • Bronnenberg, B. J./Wathieu, L., Asymmetric Promotion Effects and Brand Positioning, in: Marketing Science 1996, S. 379–394.

    Google Scholar 

  • Chevalier, M./Curhan, R. C., Retail Promotions as a Function of Trade Promotions: A Descriptive Analysis, in: Sloan Managment Review, 1976, S. 19–32.

    Google Scholar 

  • Comanor, W. S./Wilson, T. A., Advertising Market Structure and Performance, in: The Review of Economics and Statistics, 1967, S. 423–440.

    Google Scholar 

  • Cooper, L. G./Nakanishi, M., Market-Share Analysis, Boston 1988.

    Book  Google Scholar 

  • Deighton, J./Henderson, C. M./Neslin, S. A., The Effects of Advertising on Brand Switching and Repeat Purchasing, in: Journal of Marketing Research, 1994, S. 28–43.

    Google Scholar 

  • Dekimpe, M. G./Hanssens, D. M., Empirical Generalizations about Market Evolution and Stationarity, in: Marketing Science, 1995a, S. G109-G121.

    Google Scholar 

  • Dekimpe, M. G./Hanssens, D. M., The Persistence of Marketing Effects on Sales, in: Marketing Science, 1995b, S. 1–21.

    Google Scholar 

  • Diller, H., Preispolitik, 2. Aufl., Stuttgart 1991.

    Google Scholar 

  • Gensch, D. H./Recker, W. W., The Multinomial Multiattribute Logit Choice Model, in: Journal of Marketing Research, 1979, S. 124–132.

    Google Scholar 

  • Greene, W. H., Econometric Analysis, 3. Aufl., Upper Saddle River 1997.

    Google Scholar 

  • Greenleaf, E., The Impact of Reference Price Effects on the Profitability of Price Promotions, in: Marketing Science, 1995, S. 82–104.

    Google Scholar 

  • Grover, R./Srinivasan, V., Evaluating the Multiple Effects of Retail Promotions on Brand Loyal and Brand Switching Segments, in: Journal of Marketing Research, 1992, S. 76–89.

    Google Scholar 

  • Guadagni, P. M./Little, J. D. C., A Logit Model of Brand Choice Calibrated on Scanner Data, in: Marketing Science, 1983, S. 203–238.

    Google Scholar 

  • Gupta, S., Impact of Sales Promotions in When, What, and How Much to Buy, in: Journal of Marketing Research, 1988, S. 342–356.

    Google Scholar 

  • Gupta, S./Cooper, L. G., The Discounting of Discounts and Promotion Thresholds, in: Journal of Consumer Research, 1992, S. 401–411.

    Google Scholar 

  • Gutenberg, E., Grundlagen der Betriebswirtschaftslehre, Der Absatz, 17. Aufl., Berlin 1984.

    Google Scholar 

  • Hanssens, D. M./Parsons, L. M., Econometric and Time-Series Market Response Models, in: Eliashberg, J./Lilien, G. L., (Hrsg.), Marketing. Handbooks in Operations Research and Management Science, Volume V. Amsterdam 1993, S. 409–464.

    Google Scholar 

  • Hanssens, D. M./Parsons, L. J./Schultz, R. L., Market Response Models, Boston 1990.

    Google Scholar 

  • Hruschka, H., Folgegeschäfte. Die Bestimmung der asymmetrischen zeitverschobenen Umsatzverbundenheit von Haupt- und Zusatzprodukten mit Hilfe der Polynomiallag-Regression, in: Marketing-Zfp, 1983, S. 165–169.

    Google Scholar 

  • Hruschka, H., Marktreaktionsfunktionen mit Interaktionen zwischen Marketinginstrumenten, in: Zeitschrift für Betriebswirtschaft, 1991, S. 339–355.

    Google Scholar 

  • Hruschka, H., Determining Market Response Functions by Neural Network Modeling. A Comparison to Econometric Techniques, in: European Journal of Operational Research, 1993a, S. 27–35.

    Google Scholar 

  • Hruschka, H., Die Bestimmung von Absatzreaktionsfunktionen auf der Grundlage von Pims-Daten, in: Zeitschrift füür Betriebswirtschaft, 1993b, S. 253–265.

    Google Scholar 

  • Hruschka, H., Using Extraneous Information to Estimate Time Series Models. A Review of Approaches Applied in Market Response Modeling, in: Url, T./Würgatter, A. (Hrsg.), Econometrics of Short and Unreliable Time Series, Heidelberg 1995, S. 73–86.

    Chapter  Google Scholar 

  • Hruschka, H., Marketingentscheidungen, München 1996.

    Google Scholar 

  • Hruschka, H., Schätzung und normative Analyse ausgewählter Preis-Absatz-Funktionen, in: Zeitschrift für Betriebswirtschaft, 1997, S. 845–864.

    Google Scholar 

  • Hruschka, H., Annam. An Artificial Neural Net Attraction Model to Analyze Market Shares, Working Paper, Adaptive Information Systems and Modelling in Economics and Management Science, Vienna University of Economics and Business Administration, Vienna 1999a.

    Google Scholar 

  • Hruschka, H., Estimation of General Attraction Models. A Semi-Parametric Additive Modeling Approach, Regensburger Diskussionsbeiträge zur Wirtschaftswissenschaft, Regensburg 1999b.

    Google Scholar 

  • Hruschka, H., Neuronale Netze, in: Herrmann, A./Homburg, C., (Hrsg.), Marktforschung, Wiesbaden 1999c, S. 661–683.

    Google Scholar 

  • Hruschka, H., Spezifikation, Schätzung und empirische Bewährung der Gutenberg Preisabsatzfunktion, in: Albach, H./Eymann, E./Luhmer, A./Steven, M., (Hrsg.), Die Theorie der Unternehmung in Forschung und Praxis, Berlin 1999d, S. 353–373.

    Chapter  Google Scholar 

  • Hruschka, H./Fettes, W./Probst, M., Analyzing Brand Choice Using Ann-Mnl: A Combined Artificial Neural Net — Multinomial Logit Model, Regensburger Diskussionsbeiträge zur Wirtschaftswissenschaft, Regensburg 1999a.

    Google Scholar 

  • Hruschka, H./Lukanowicz, M./Buchta, C., Cross-Category Sales Promotion Effects, in: Journal of Retailing and Consumer Services, 1999b, S. 99–105.

    Google Scholar 

  • Inman, J./Mcalister, L./Hoyer, W. D., Promotion Signal: Proxy for Price Cut, in: Journal of Consumer Research, 1990, S. 74–81.

    Google Scholar 

  • Jedidi, K./Mela, C. F./Gupta, S., Managing Advertising and Promotion for Long-Run Profitability, in: Marketing Science, 1999, S. 1–22.

    Google Scholar 

  • Kalwani, M. I./Yim, C. K./Rinne, H. J./Sugita, Y., A Price Expectations Model of Customer Brand Choice, in: Journal of Marketing Research, 1990, S. 251–262.

    Google Scholar 

  • Kalyanaram, G./Little, J. D. C., An Empirical Analysis of Latitude of Price Acceptance in Consumer Package Goods, in: Journal of Consumer Research, 1994, S. 408–418.

    Google Scholar 

  • Kaul, A./Wittink, D. R., The Impact of Advertising on Price Sensitivity and Price, in: Marketing Science, 1995, S. G151–G160.

    Google Scholar 

  • Kumar, V./Leone, R. P., Measuring the Effect of Retail Store Promotions on Brand and Store Substitution, in: Journal of Marketing Research, 1988, S. 178–185.

    Google Scholar 

  • Lambin, J. J., Advertising, Competition and Market Conduct in Oligopoly over Time, Amsterdam 1976.

    Google Scholar 

  • Lattin, J./Bucklin, R. E., Reference Effects of Price and Promotion on Brand Choice Behavior, in: Journal of Marketing Research, 1989, S. 299–310.

    Google Scholar 

  • Little, J. D. C., Models and Managers, The Concept of A Decision Calculus, in: Managment Science, 1970, S. 466–485.

    Google Scholar 

  • Lodish, A. G./Abraham, M./Kalmenson, S./Levelsberger, J./Lubetkin, B./ Richardson, B./Stevens, M. E., How Tv Advertising Works: A Meta-Analysis of 289 Real World Split Cable Tv Advertising Experiments, Working Paper, The Wharton School of the University of Pennsylvania, Philadelphia 1994.

    Google Scholar 

  • Lodish, A. G./Levelsberger, J./Lubetkin, B./Richardson, B./Stevens, M. E., The Long Term Effect of Tv Advertising, in: Marketing Science, 1995, S. G133-G140.

    Google Scholar 

  • Mayhew, G. E./Winer, R. S., An Empirical Analysis of Internal and External Reference Prices Using Scanner Data, in: Journal of Consumer Research, 1992, S. 62–70.

    Google Scholar 

  • Mcfadden, D., The Choice Theory Approach to Market Research, in: Marketing Science, 1986, S. 275–297.

    Google Scholar 

  • Meier, G./Weiss, P., Modelle diskreter Entscheidungen, Wien 1990.

    Book  Google Scholar 

  • Moriarty, M. M., Retail Promotional Effects on Intra- and Interbrand Sales Performance, in: Journal of Retailing, 1985, S. 27–47.

    Google Scholar 

  • Mulhern, F. J/Leone, R. P., Implicit Price Bundling of Retail Products: A Multiproduct Approach to Maximizing Store Profitability, in: Journal of Marketing, 1991, S. 63–76.

    Google Scholar 

  • Natter, M./Hruschka, H., Ankerpreise als Erwartungen oder dynamische latente Variablen in Marktreaktionsmodellen, in: Zeitschrift für betriebswirtschaftliche Forschung, 1997, S. 747–764.

    Google Scholar 

  • Raju, J. S., The Effect of Price Promotions on Variability in Product Category Sales, in: Marketing Science, 1992, S. 207–220.

    Google Scholar 

  • Rust, T., Flexible Regression, in: Journal of Marketing Research, 1988, S. 10–24.

    Google Scholar 

  • Schmalen, H./Pechtl, H./Schweitzer, W., Sonderangebotspolitik im Lebensmitteleinzelhandel, Stuttgart 1996.

    Google Scholar 

  • Simon, H., Preismanagement, 2. Aufl., Wiesbaden 1992.

    Book  Google Scholar 

  • Simon, H., Hysterese in Marketing und Wettbewerb, in: Zeitschrift fr Betriebswirtschaft, 1995, S. 1155–1182.

    Google Scholar 

  • Simon, J. L./Arndt, J., The Shape of the Advertising Function, in: Journal of Advertising Research, 1980, S. 11–28.

    Google Scholar 

  • Tellis, G. J., The Price-Elasticity of Selective Demand, in: Journal of Marketing Research, 1988, S. 331–341.

    Google Scholar 

  • Turner, R. E., Market Measures from Salesmen. A Multidimensional Scaling Approach, in: Journal of Marketing Research, 1971, S. 165–172.

    Google Scholar 

  • Van Heerde, H. J./Leeflang, P. S. H./Wittink, D. R., Semiparametric Analysis to Estimate the Deal Effect Curve, Manuscript, 1998.

    Google Scholar 

  • Walters, R. G., Assessing the Impact of Retail Promotions on Product Substitution, Complementary Purchase, and Inter-Store Sales Displacement, in: Journal of Marketing, 1991, S. 17–28.

    Google Scholar 

  • Winer, R. S., A Price Vector Model of Demand for Consumer Durables. Preliminary Developments, in: Marketing Science, 1985, S. 74–90.

    Google Scholar 

  • Winer, R. S., A Reference Price Model of Brand Choice for Frequently Purchased Products, in: Journal of Consumer Research, 1986, S. 250–256.

    Google Scholar 

  • Winer, R. S., Behavioral Perspective on Pricing, in: Devinney, T. M., (Hrsg.), Issues in Pricing, Lexington 1988, S. 35–57.

    Google Scholar 

Download references

Authors
  1. Harald Hruschka
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Christian-Albrechts-Universität zu Kiel, Olshausenstraße 40, 24118, Kiel, Deutschland

    Sönke Albers (Inhaber des Lehrstuhls für Innovationsmanagement) (Inhaber des Lehrstuhls für Innovationsmanagement)

  2. Universität Mainz, Welderweg 9, 55099, Mainz, Deutschland

    Andreas Herrmann (Direktor des Center for Market-oriented Product and Production Management) (Direktor des Center for Market-oriented Product and Production Management)

Rights and permissions

Reprints and permissions

Copyright information

© 2000 Springer Fachmedien Wiesbaden

About this chapter

Cite this chapter

Hruschka, H. (2000). Wirksamkeit der Marketinginstrumente. In: Albers, S., Herrmann, A. (eds) Handbuch Produktmanagement. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-663-05717-8_21

Download citation

  • DOI: https://doi.org/10.1007/978-3-663-05717-8_21

  • Publisher Name: Gabler Verlag, Wiesbaden

  • Print ISBN: 978-3-663-05718-5

  • Online ISBN: 978-3-663-05717-8

  • eBook Packages: Springer Book Archive

Publish with us

Policies and ethics

Search

Navigation