This comment concerns the role of mathematics in marketing research and examines in particular a market share theorem proposed by Bell, Keeney, and Little.
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References
1.
BarnettArnold I. “More on a Market Share Theorem,” Journal of Marketing Research, 13 (February1976).
2.
BellDavid E., KeeneyRalph L., and LittleJohn D. C.. “A Market Share Theorem,” Journal of Marketing Research, 12 (May1975), 136–41.
3.
EhrenbergAndrew S. C.Data Reduction.New York: John Wiley and Sons, 1975.
