This book is based on state-of-the-art research, including pure single-source research, consumer panel research, a predictive technique to pre-test television commercials, econometric evaluation, and studies of market and brand aggregates. Although the data in the book is based on sound samples and proven measurement techniques, they are explained with the simplest mathematics and the clearest prose.

Repetition, Competition, and the Growth (or Decline) of Brands

Repetition, Competition, and the Growth (or Decline) of Brands

Repetition, competition, and the growth (or decline) of brands

The most pervasive characteristic of human societies is that their fabric is permeated by the rough yet beneficial abrasive of competition. International Realpolitik, domestic politics, and the confrontations of the legal system are all based on it. In a subdued way it is even apparent in such socially desirable enterprises as religion, philanthropy, medicine, and education.

The most important and permanent feature of every type of commercial business is, not surprisingly, direct and indirect engagement with competitors. This makes itself felt both in preemptive activity and in responses to competitors' actions. And although there is nothing new about all this, competition provides the technical explanation for why the immediate ...

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