Abstract
The concept of the marketing mix is central to both the positive microeconomic analysis of the typical modern industrial or service firm, the oligopolistic seller, and to the normative managerial analysis of the marketing function. The firm is seen as influencing the demand for its brand (which is one of several being sold in a product market) by any one of the four instruments of marketing policy: price, product quality, promotion (communication with customers either by advertising or personal selling or both), and the choice of distribution channels. The fundamental question is: how do, or should, sellers optimize the input levels of the instruments to attain maximum profits?
‘The quality that counts is what sells’.
B. Stein, Wall Street Journal, 27/2/1976.
The mathematical formulations in Section 3 have been developed in cooperation with André Boyer, IAE, Université de Nice. See also [13].
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© 1977 H. E. Stenfert Kroese B.V., Leiden
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Palda, K.S. (1977). The Marketing Mix and Brand Quality. In: Van Bochove, C.A., Van Eijk, C.J., Siebrand, J.C., De Vries, A.S.W., Van Der Zwan, A. (eds) Modeling for Government and Business. Springer, Boston, MA. https://doi.org/10.1007/978-1-4613-4253-3_14
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DOI: https://doi.org/10.1007/978-1-4613-4253-3_14
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