An Appraisal of Markov Brand-Switching Models

An Appraisal of Markov Brand-Switching Models

Using no mathematics other than a simple arithmetical example, this article reviews fundamental difficulties in applying Markov theory to brand-switching data. No successful practical applications of the theory appear to be available.

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Veröffentlicht in:Journal of marketing research 1965-11, Vol.2 (4), p.347-362
1. Verfasser: Ehrenberg, A. S. C.
Format: Artikel
Sprache:eng
Schlagworte:
Brands
Consumer spending
Consumers
Empirical evidence
Marketing
Markov analysis
Markov chains
Markov models
Mathematical models
Modeling
Purchasing
Stochastic models
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Beschreibung
Zusammenfassung:Using no mathematics other than a simple arithmetical example, this article reviews fundamental difficulties in applying Markov theory to brand-switching data. No successful practical applications of the theory appear to be available.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224376500200402