The Competitive Implications of Relevant-Set/Response Analysis
研究了广告和价格决策中考虑竞争反应的影响，探讨管理者是否预期竞争行动时的不同情况，对营销策略制定有参考价值。
Consumers choose from a relevant set of brands. Advertising encourages consumers to consider a brand as relevant. Price and other variables influence consumer choice among relevant brands. The authors examine how the explicit consideration of competitive response affects managerial recommendations and explore the interaction between price and advertising decisions. They consider cases in which managers do and in which they do not anticipate competitive actions.