An Appraisal of Markov Brand-Switching Models
Open Access
- 1 November 1965
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 2 (4), 347-362
- https://doi.org/10.1177/002224376500200402
Abstract
Using no mathematics other than a simple arithmetical example, this article reviews fundamental difficulties in applying Markov theory to brand-switching data. No successful practical applications of the theory appear to be available.Keywords
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