Product Complements and Substitutes in the Real World: The Relevance of "Other Products"

In the real world, buyer demand for a product can depend directly and indirectly on the marketing efforts of "other products" in different categories. The authors offer a behavioral rationale for the existence of the effects of "other products'" marketing efforts and propose...

Full description

Saved in:

Bibliographic Details
Published in:	Journal of marketing Vol. 68; no. 1; pp. 28 - 40
Main Authors:	Shocker, Allan D., Bayus, Barry L., Kim, Namwoon
Format:	Journal Article
Language:	English
Published:	Chicago American Marketing Association 01-01-2004 SAGE PUBLICATIONS, INC
Subjects:	Brands Capital costs Complementary goods Consumer research Decision making Decision theory Economic benefits Effects Financial market structures Hypotheses Marketing Microwaves Modeling Pagers Product differentiation Product introduction Product orientation Software Telephones
Online Access:	Get full text
Tags:	Add Tag No Tags, Be the first to tag this record!

Description
Summary:	In the real world, buyer demand for a product can depend directly and indirectly on the marketing efforts of "other products" in different categories. The authors offer a behavioral rationale for the existence of the effects of "other products'" marketing efforts and propose a taxonomy of possible intercategory relationships. The discussion enables the authors to identify several promising new research directions.
ISSN:	0022-2429 1547-7185
DOI:	10.1509/jmkg.68.1.28.24032