Journal of Marketing Research · 1968 · 143 citations · 4 references
BusinessMarketingMarketing ManagementBrand ManagementConsumer BehaviorForecastingBrand AssociationsBrand EquityBrand StrategyConsumer TheoryMarket Share ForecastingStrategic Brand ManagementBrand Share ForecastingEquilibriumMarket ShareMarket Share DriversMarket Share Forecasting ModelsMarket Share MeasurementPromotional Effects ModelingPurchase Prediction
This article describes a method of predicting the market share for newly launched brands and the future equilibrium share of established brands after major promotional activity. The method is dependent on the continuous purchasing data obtainable from consumer panels and is developed from numerous case histories from the Attwood Consumer Panel in Great Britain to illustrate the use of the technique and its refinements.
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