I found out that they exert exponential effect. Since many of the models in the literature assume linear effects, the impact of the marketing mix on sales volume and/or number of buyers has been underestimated, and the effect on volume purchased per consumer has been overestimated.
Article Nonlinear Impact of the Marketing Mix on Brand Sales Performance
Good point. An article that talks about non-linear relationship-- Narasimhan, C. (1984), “A Price Discrimination Theory of Coupons,” Marketing Science, 3, 2, 128-147. The author argued that the relationship between size of a household and using coupons is log-linear. There could be more research papers that investigated non-linear relationships, please share if you know any. Thanks.
Hi.
I published one article in one brazilian journal. It is in my researchgate page: Porto, R., & Lima, N. Nonlinear Impact of the Marketing Mix on Brand Sales Performance. Brazilian Business Review, 12(5), 57-77. http://dx.doi.org/10.15728/bbr.2015.12.5.4
I would like to see more papers taking similar approaches and using other types of products.
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