caa a22 4500 469067330 CHVBK 20180323132912.0 cr unu---uuuuu 170328e19921001xx s 000 0 eng 10.1007/BF00993922 doi (NATIONALLICENCE)springer-10.1007/BF00993922 Optimal multiple-objective marketing strategies [Elektronische Daten] [Stephen Bell, Gregory Carpenter] Brand managers often design strategies to achieve multiple objectives, but how managers choose among alternatives and consequently how multiple objectives should be incorporated into models of marketing strategy have received little attention. This paper explores the incorporation of multiple objectives into models of optimal marketing strategies. We focus on one marketing strategy issue, defensive marketing strategy, and develop a multi-objective marketing strategy model. We derive optimal changes in price and advertising spending given the defending brand's multiple objectives. Our analysis produces new descriptive insights about the links between decision making and competition, as well as new insights into defensive marketing strategy. We also discuss the potential for future work along these lines and extensions in other areas of marketing strategy. Kluwer Academic Publishers, 1992 Marketing Strategy nationallicence Multiple-Objective Decision Making nationallicence Bell Stephen Stern School of Business, New York University, 10003, New York, New York aut Carpenter Gregory J. L. Kellogg Graduate School of Management, Northwestern University, 60208, Evanston, IL aut Marketing Letters Kluwer Academic Publishers 3/4(1992-10-01), 383-393 0923-0645 3:4<383 1992 3 11002 https://doi.org/10.1007/BF00993922 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF00993922 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Bell Stephen Stern School of Business, New York University, 10003, New York, New York aut NATIONALLICENCE 700 1- Carpenter Gregory J. L. Kellogg Graduate School of Management, Northwestern University, 60208, Evanston, IL aut NATIONALLICENCE 773 0- Marketing Letters Kluwer Academic Publishers 3/4(1992-10-01), 383-393 0923-0645 3:4<383 1992 3 11002 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer