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Competitive Strategies for New Product Marketing Over the Life Cycle

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  • Philip Kotler

    (Northwestern University)

Abstract

This paper deals with the problem of formulating a long-run competitive marketing strategy for a new product introduced into a market with classic growth, seasonal, and merchandising characteristics. The paper is divided into four parts. The first part describes the market model as well as the accounting model used by the firm to compute its profits. The second part discusses nine conceptually different classes of marketing strategies. The third part reports the results of a duopoly confrontation involving various pairs of competitive strategies. The last part suggests additional variations in the market model and in the strategies which would increase the significance of the findings.

Suggested Citation

  • Philip Kotler, 1965. "Competitive Strategies for New Product Marketing Over the Life Cycle," Management Science, INFORMS, vol. 12(4), pages 104-119, December.
  • Handle: RePEc:inm:ormnsc:v:12:y:1965:i:4:p:b104-b119
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    File URL: http://dx.doi.org/10.1287/mnsc.12.4.B104
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    References listed on IDEAS

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    1. M. E. Salveson, 1956. "A Problem in Optimal Machine Loading," Management Science, INFORMS, vol. 2(3), pages 232-260, April.
    2. M. Beckman & R. Muth, 1956. "An Inventory Policy for a Case of Lagged Delivery," Management Science, INFORMS, vol. 2(2), pages 145-155, January.
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    Cited by:

    1. Richards, Timothy J. & Patterson, Paul M., 2000. "New Varieties And The Returns To Commodity Promotion: The Case Of Fuji Apples," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 29(1), April.
    2. Marusia Ivanova, 2007. "Genesis and Evolution of Market Share Predictive Models," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 117-148.
    3. Awi Federgruen & Nan Yang, 2009. "Competition Under Generalized Attraction Models: Applications to Quality Competition Under Yield Uncertainty," Management Science, INFORMS, pages 2028-2043.
    4. Mesak, Hani I. & Ellis, T. Selwyn, 2009. "On the superiority of pulsing under a concave advertising market potential function," European Journal of Operational Research, Elsevier, vol. 194(2), pages 608-627, April.
    5. Richards, Timothy J. & Patterson, Paul M., 1998. "New Varieties and the Returns to Commodity Promotion: Washington Fuji Apples," Working Papers 28541, Arizona State University, Morrison School of Agribusiness and Resource Management.
    6. Ana-Irina Nicolau & Adina Musetescu & Oana Mionel, 2014. "Stages in the Evolution of Marketing as a Discipline," Knowledge Horizons - Economics, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, pages 166-169.
    7. Suman Basuroy & Dung Nguyen, 1998. "Multinomial Logit Market Share Models: Equilibrium Characteristics and Strategic Implications," Management Science, INFORMS, pages 1396-1408.

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