The Rotterdam Demand Model and its Application in Marketing
Kenneth W. Clements, E. Antony Selvanathan
Marketing Science · 1988 · Volume 7 · Issue 1
Abstract
This paper shows how the system-wide approach to demand analysis can be utilized in marketing. In the context of the Rotterdam model, we describe how the approach can be applied to narrowly defined groups of goods (such as beer, wine and spirits) to estimate income and price elasticities of demand. The paper also provides extensions to deal with advertising and introduces a new way of identifying market structure.
Keywords
consumer demand, advertising, market structure
Enable JavaScript for citation tools and additional paper interactions.