The Reliability of Input/Output Analysis for Marketing

The Reliability of Input/Output Analysis for Marketing

Although interest in input/output analysis was expressed as early as 1951, apparently few companies are using this technique. Typical marketing problems related to identification of users, estimates of users' needs, and determination of users' relative growth rates should lend themselves w...

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Veröffentlicht in:California management review 1972-07, Vol.14 (4), p.75-81
1. Verfasser: ROTHE, JAMES T.
Format: Artikel
Sprache:eng
Schlagworte:
Business economics
Business structures
Coefficients
Economic growth rate
Employment
Industrial market
Industrial output
Input output
Input output analysis
Input-output data
Marketing
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Zusammenfassung:Although interest in input/output analysis was expressed as early as 1951, apparently few companies are using this technique. Typical marketing problems related to identification of users, estimates of users' needs, and determination of users' relative growth rates should lend themselves well to input/output technique. An example of input/output application to a market identification problem for a hypothetical firm is developed.
ISSN:0008-1256
2162-8564
DOI:10.2307/41164386