Differentiation via the marketing mix
Publication
, Journal Article
Boulding, W; Lee, E
Published in: Marketing Letters
October 1, 1992
In this paper we investigate the conjecture that increasing marketing mix specialization enhances firm performance. We start by identifying two dimensions of specialization - absolute (concentration of expenditures) and relative to competition (distinctiveness). We then propose underlying mechanisms that lead to effects of marketing mix specialization on firm performance. Using these guidelines we specify an empirical model that relates marketing mix specialization to firm performance. We estimate this model using PIMS data and find support for our propositions. © 1992 Kluwer Academic Publishers.
Duke Scholars
Published In
Marketing Letters
DOI
EISSN
1573-059X
ISSN
0923-0645
Publication Date
October 1, 1992
Volume
3
Issue
4
Start / End Page
343 / 356
Related Subject Headings
- Marketing
- 1505 Marketing
Citation
APA
Chicago
ICMJE
MLA
NLM
Boulding, W., & Lee, E. (1992). Differentiation via the marketing mix. Marketing Letters, 3(4), 343–356. https://doi.org/10.1007/BF00993919
Boulding, W., and E. Lee. “Differentiation via the marketing mix.” Marketing Letters 3, no. 4 (October 1, 1992): 343–56. https://doi.org/10.1007/BF00993919.
Boulding W, Lee E. Differentiation via the marketing mix. Marketing Letters. 1992 Oct 1;3(4):343–56.
Boulding, W., and E. Lee. “Differentiation via the marketing mix.” Marketing Letters, vol. 3, no. 4, Oct. 1992, pp. 343–56. Scopus, doi:10.1007/BF00993919.
Boulding W, Lee E. Differentiation via the marketing mix. Marketing Letters. 1992 Oct 1;3(4):343–356.
Published In
Marketing Letters
DOI
EISSN
1573-059X
ISSN
0923-0645
Publication Date
October 1, 1992
Volume
3
Issue
4
Start / End Page
343 / 356
Related Subject Headings
- Marketing
- 1505 Marketing