TITLE

RELAXING THE LOYALTY CONDITION IN THE COLOMBO/MORRISON MODEL

AUTHOR(S)
Bordley, Robert F.
PUB. DATE
January 1989
SOURCE
Marketing Science;Winter89, Vol. 8 Issue 1, p100
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This note derives the Colombo/Morrison 'hard-core loyal/potential switcher' model without assuming the existence of either hard-core loyals or potential switchers. We only assume that the relative probability of buying a product other than what one purchased previously is independent of this previous purchase. This result significantly extends the applicability of the Colombo/Morrison model.
ACCESSION #
4479421

 

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