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- W2226589032 abstract "This article begins by asking, ‘What kind of product sales and competitive sales effects might marketing changes be expected to produce?’ Clearly, some product sales and competitive share changes derive from non-marketing causes. Thus, when one talks about the role of marketing-induced change in the success of products or brands, one is talking about only one of several such sources of change. Marketing is primarily responsible for changes in competitive share rather than fundamental shifts in product consumption. But even in this limited role, it is necessary to design marketing changes based upon some explicit mechanism that can be expected to achieve a predictable increase in product sales and/or competitive share.In fact marketing change seems to have very little effect upon consumer behaviour. This leads, finally, to a discussion of the characteristics that marketing changes must have if they are to change consumer behaviour and thus increase product sales and/or competitive share." @default.
- W2226589032 created "2016-06-24" @default.
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- W2226589032 date "1987-01-01" @default.
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- W2226589032 title "Marketing Change and Its Consequences" @default.
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- W2226589032 doi "https://doi.org/10.1080/02650487.1987.11106999" @default.
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