论文信息 - 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.

Andrew Ehrenberg | A. Ehrenberg

[1] John F. Magee,et al. Customer Behavior As a Markov Process , 1961 .

[2] W. T. Tucker. The Development of Brand Loyalty , 1964 .

[3] L. Fourt,et al. Early Prediction of Market Success for New Grocery Products , 1960 .

[4] George P. H. Styan,et al. Markov Chains Applied to Marketing * , 1964 .

[5] Frank Harary,et al. The Dynamics of Brand Loyalty: A Markovian Approach , 1962 .

[6] Andrew Ehrenberg. Estimating the Proportion of Loyal Buyers * , 1964 .

[7] Ronald E. Frank,et al. Brand Choice as a Probability Process , 1962 .

[8] Richard B. Maffei. Brand Preferences and Simple Markov Processes , 1960 .