Extending the Pedagogical Attention Given Elasticity of Demand in Marketing

Abstract

Historically elasticity of demand thinking has been primarily applied to the marketing mix variable of price. However, the concept can also lend meaningful insights into the administration of the other marketing mix and environmental variables in a context of causality. There exists a rich body of literature exploring the more extensive uses of elasticity of demand. However, basic marketing texts, and presumably introductory classes, typically do not feature the wider applications of the tool. This paper explores some of the pedagogical reasons for broadening the treatment of this tool.