Relevant bibliographies by topics / Marketing mix models

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Marketing mix models'

Author: Grafiati
Published: 30 May 2022
Last updated: 31 July 2025

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Journal articles on the topic "Marketing mix models"

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Pinto, Luís G., Luís Cavique, and Jorge M. A. Santos. "Marketing Mix and New Product Diffusion Models." Procedia Computer Science 204 (2022): 885–90. http://dx.doi.org/10.1016/j.procs.2022.08.107.

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Varchenko, Olha, Viktoriia Zubchenko, Dmytro Kachan, and Olha Varchenko. "Scientific foundations for the development of the marketing mix and its application in the activities of agrarian enterprises." Economic Analysis, no. 34(4) (2024): 54–66. https://doi.org/10.35774/econa2024.04.054.

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Introduction. It is substantiated that changes in the operating environment of agrarian enterprises under modern conditions have led to substantial adjustments in marketing activities, which must be taken into account when developing marketing mix elements. The factors influencing the formation of the marketing mix are systematized, and emphasis is placed on ensuring the integration of mix components in terms of forming a rational marketing budget and meeting the needs of potential consumers as fully as possible. Existing marketing mix models are systematized, highlighting the variables and de
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Chivukula, Varun. "Calibrating Marketing Mix Models (MMMs) with Incrementality Tests." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 01 (2025): 1–7. https://doi.org/10.55041/ijsrem25999.

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Marketing Mix Models (MMMs) are essential tools for determining the effectiveness of various marketing activities, but their reliance on aggregated data can limit causal insights. Incrementality tests, on the other hand, offer robust causal evidence at a granular level. This paper proposes a systematic approach to calibrating MMMs using incrementality test results to enhance predictive accuracy and decision-making. We also emphasize the evolving importance of MMMs in the context of heightened privacy regulations and changes such as Apple’s App Tracking Transparency (ATT) framework. We outline
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Vynogradova, Olena, and Nina Drokina. "THE STRUCTURE OF AN INTEGRATED INTERNET MARKETING COMPLEX, BASED ON THE MARKETING-MIX CONCEPT." Acta Scientiarum Polonorum. Oeconomia 19, no. 3 (2020): 117–26. http://dx.doi.org/10.22630/aspe.2020.19.3.34.

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This research describes the main approaches of digital marketing models based on the marketing mix concept. It outlines the main components of various models, such as: “5W” Internet marketing complex of Mosley-Matchett; “8Р” e-marketing mix of researchers at the National Taiwan University (Chen); “6С” set of elements for an effective website by Chaffey, Mayer, Johnston, Ellis-Chadwick; “4S” web marketing complex of Constantinides; “4Ps+P2C2S3” digital marketing complex (e-marketing mix) created by Kalyanam and McIntyre; “3С+І” digital marketing mix of Pastore and Vernuccio; “SIVA” client-orien
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Bruner, Gordon C. "The Marketing Mix: A Retrospection and Evaluation." Journal of Marketing Education 10, no. 1 (1988): 29–33. http://dx.doi.org/10.1177/027347538801000104.

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Are the presently used paradigms of the marketing mix adequate for describing the breadth of marketing applications in the 1980s and beyond? Previously proposed models of the mix are evaluated and found to have shortcomings. Criteria are established for evaluating presently available models as well as any paradigms offered in the future.
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Pardiyono, Ragin, and Rina Indrayani. "Marketing priority analysis based on marketing mix in Luvrina Fashion." Management Journal of Binaniaga 4, no. 2 (2019): 45. http://dx.doi.org/10.33062/mjb.v4i2.335.

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Luvrina Fashion is a specialty clothing store located in the mature woman Jatinangor Town Square. Fashion Luvrina sales value in recent months has decreased. As the Micro, Small, Medium, he needs a business management that consists of financial management, marketing, production, distribution, and human resources to conduct its business. Marketing aspect is an important factor for companies to carry out his life (Bayu Promukoto, 2018). Thus the purpose of this research is the analysis of marketing priorities based model of the marketing mix. Tools of data collection using a questionnaire with 2
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Savciuc, Oxana, and Alina Timotin. "The Integration of Behavioural Change Models in Social Marketing Programs in Public Health." Marketing – from Information to Decision Journal 2, no. 1 (2019): 30–39. http://dx.doi.org/10.2478/midj-2019-0003.

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Abstract The aim of the paper is to provide a conceptual theoretical framework of the integration of the theories and models of behavioural change in the marketing mix of the social marketing programs applied in public health. A second purpose is to highlight the benefits of social marketing over alternative techniques used in programs that are designed to influence health behaviour. The research is a conceptual one, that uses both theoretical (through examination of theories and concepts) and applied approaches (through examination of particular cases and examples). In the specialized literat
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Joyce, Achola Ogundo 1., Peter Ki bas 2. Prof, and Robert Otuya 3. Dr. "INNOVATION AND MARKET MIX ON GROWTH OF EXPORT FIRMS: EMPIRICAL EVIDENCE FROM SELECTED EXPORT FIRMS IN KENYA." International Journal of Engineering Technologies and Management Research 5, no. 4 (2018): 138–45. https://doi.org/10.5281/zenodo.1251962.

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The purpose of the study examined Innovation and Market Mix on Growth of Export Firms: Empirical Evidence from Selected Export Firms in Kenya. The study applied the survey research design. The target population consisted of 770 export firms registered by Export Promotion Council. The directory of Export Promotion Council was the source of data. The sample frame was stratified into seven sub-sectors, namely: agricultural, manufacturing, commercial crafts, services, mining, industrial and energy. The sample size was 169 export firms. Data was collected using structured questionnaires. The study
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Bowman, Douglas. "Market Mix and Marketing Response Models: Trends and Research Opportunities." Foundations and Trends® in Marketing 4, no. 3 (2010): 129–207. http://dx.doi.org/10.1561/1700000015.

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Voina, A. A. "Optimal Dynamic Strategies for Stochastic Models of Marketing Promotion Mix." Cybernetics and Systems Analysis 40, no. 2 (2004): 270–76. http://dx.doi.org/10.1023/b:casa.0000034453.41995.58.

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Dissertations / Theses on the topic "Marketing mix models"

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Wigren, Richard, and Filip Cornell. "Marketing Mix Modelling: A comparative study of statistical models." Thesis, Linköpings universitet, Institutionen för datavetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-160082.

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Deciding the optimal media advertisement spending is a complex issue that many companies today are facing. With the rise of new ways to market products, the choices can appear infinite. One methodical way to do this is to use Marketing Mix Modelling (MMM), in which statistical modelling is used to attribute sales to media spendings. However, many problems arise during the modelling. Modelling and mitigation of uncertainty, time-dependencies of sales, incorporation of expert information and interpretation of models are all issues that need to be addressed. This thesis aims to investigate the ef
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Andrews, Rick L. "Temporal changes in marketing mix effectiveness." Diss., This resource online, 1992. http://scholar.lib.vt.edu/theses/available/etd-07282008-134759/.

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Hauksson, Árni G. (Árni Gudmundur) 1968. "Management of the marketing mix, using models based on household level data." Thesis, Massachusetts Institute of Technology, 1993. http://hdl.handle.net/1721.1/34676.

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Šumíčková, Tereza. "Komunikační strategie." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222169.

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Master’s thesis deals with design communication strategy for the company Vzduchoservis Ltd. It is a comprehensive set of information about the communication strategy and its methods. This work describes the procedure of firm analysis, its assessment and design of effective solutions to communication strategy.
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Gustafsson, Anders. "Networked products create new business opportunities : MBA thesis in marketing." Thesis, University of Gävle, Department of Business Administration and Economics, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-235.

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<p>This work is performed as a pre-study to investigate new business opportunities for companies who are product-centric oriented but want to move in the direction of being a customer-centric organization by using technologies based on networked products.</p><p>The study describes IntelliCom, which is a company selling network enabling products. IntelliCom has also developed a customized server solution making it possible to network remote installed products and collect data from these products over Internet. This technology that IntelliCom have knowledge in could be a platform for providing d
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Andruškaitė, Indrė. "Marketingo komplekso modelis pramogų paslaugų įmonėse." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2010~D_20100903_124527-44129.

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Magistro darbe yra iškelta pramogų paslaugų marketingo komplekso atitikimo vartotojų poreikiams problema. Darbe išanalizuota ir susisteminta įvairių lietuvių ir užsienio autorių literatūra, publikuoti tyrimai bei apklausų rezultatai, susiję su paslaugų marketingu, marketingo kompleksu, vartotojų elgsena. Išanalizuota paslaugų specifika, klasifikavimas. Plačiau nagrinėtas paslaugų marketingo komplekso išskirtinumas, atlikta įvairių autorių pateikiamų marketingo komplekso modelių analizė. Tyrimo metu iš dalies patvirtinta hipotezė, kad pramogų paslaugų įmonių marketingo kompleksas neatitinka var
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Klusová, Alena. "Model e-marketingu firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222006.

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This thesis focuses on e-marketing. Based on the knowledge from a theoretical part is in a practical part proposed Model of e-marketing which ensure the increasing of image, to higher competitive advantage, also to increase the awareness of the company with customers.
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Comas, Martínez Josep. "L’Aplicabilitat del Marketing de Serveis a la Gestió Universitària, un Model Metodològic d’Anàlisi Competitiu i Operatiu de Marketing per a Universitats." Doctoral thesis, Universitat Internacional de Catalunya, 2012. http://hdl.handle.net/10803/104112.

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La tesi exposa com les Universitats es veuen immergides en una dinàmica d’assignació de recursos lligada al funcionament dels mercats. S’analitza el marketing de serveis com una eina de gestió aplicable a la universitat per poder donar resposta a les demandes del seu entorn socioeconòmic. Una extensa revisió de publicacions mostra regularitats en senyalar les mancances de gestió estratègica i operativa de marketing per a universitats. També es demostren coincidències en les línies generals d’actuació de les gestions de marketing universitari de més èxit. A partir de tots aquests elements es p
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Zelenka, Martin. "Marketing obchodní společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205553.

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The aim of this thesis is to analyse the marketing activities of the company Eljet s.r.o. The theoretical part defines methods used for correct external environment analysis of a target market. This part also provides information on the marketing mix instruments and the types of competitive strategies. The practical part, which is based on the conclusions from the theoretical part, describes the current marketing activities of the Eljet company and its current position on the Czech market. Based on that, the goals and plans for future marketing promotion are established. Some of the conclusion
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Klimková, Iveta. "Návrh marketingové strategie." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222301.

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The aim of master’s thesis is to analyze the current marketing strategy of company Estop spol. s r.o. On the basis of the facts I have set up appropriate recommendations to improve business competitiveness and increase market share.
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Books on the topic "Marketing mix models"

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Bonfrer, Andre. Anomalies in estimates of cross-price elasticities for marketing mix models: Theory and empirical test. National Bureau of Economic Research, 2006.

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Bonfrer, Andre. Anomalies in estimates of cross-price elasticities for marketing mix models: Theory and empirical test. National Bureau of Economic Research, 2006.

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Schiller, Karla. Loglineare Modellierung mit dem Abschlusstest: Ein Instrument für die empirische Marketingforschung. V. Florentz, 1986.

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Magill, Trevor. The role of sponsorship in the marketing mix: A model for its selection. The Author), 1995.

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Becker, Niels. Produktprogrammoptimierung mit Preisbündelung: Produktdesign, Bündelkonfiguration und Preisfindung. Lang, 2011.

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Tscheulin, Dieter K. Optimale Produktgestaltung: Erfolgsprognose mit analytic hierarchy process und Conjoint-Analyse. Gabler, 1992.

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Grigoryan, Ekaterina. Integrated quality management system at the enterprises of the military-industrial complex. INFRA-M Academic Publishing LLC., 2021. http://dx.doi.org/10.12737/1095033.

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In modern conditions, an integrated quality management system (ISMC) that meets the requirements of several international standards and contributes to improving the efficiency of enterprise management, creating conditions for its sustainable development, as well as the competitiveness of the enterprise and its products is becoming more and more popular.&#x0D; The monograph considers theoretical and methodological approaches to quality management at the enterprise. The relevance of the application of an integrated quality management system, including at the enterprises of the military-industria
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Little, John D. C. Brandaid: An on-Line Marketing-mix Model. Creative Media Partners, LLC, 2018.

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Marketing metrics: Managing Your product Mix, pricing, sales channels & promotions. Wharton School Publishing, 2007.

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Market Response and Marketing Mix Models: Trends and Research Opportunities. Now Publishers, 2010.

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Book chapters on the topic "Marketing mix models"

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Röhle, Matthias, and Reinhold Decker. "Marketing Mix Optimization with Different Models of Consumer Behaviour." In Operations Research Proceedings. Springer Berlin Heidelberg, 1995. http://dx.doi.org/10.1007/978-3-642-79459-9_95.

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Wang, KanLiang, Yuan Wang, and JingTao Yao. "A Comparative Study on Marketing Mix Models for Digital Products." In Lecture Notes in Computer Science. Springer Berlin Heidelberg, 2005. http://dx.doi.org/10.1007/11600930_66.

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Rieck, Louise Ina Hannah. "Zusammenfassung und Ausblick." In Das Potenzial von Marketing für eine ressourcenorientierte Transformation des Konsumsystems. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-40346-1_16.

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ZusammenfassungAls vorläufiges Ergebnis meines Forschungsweges steht ein hypothetisches Modell eines zukunftsorientierten Marketing. Im Marketing-Mix eines zukunftsorientierten Marketing wandeln sich die klassischen 4 P (Price, Product, Promotion, Placement) zu den 4 Z (Zielgruppengerechte, zukunftsfähige Handlungsoptionen für Kund:innen; Zusammenarbeit mit transformativen Kundengruppen; Zuhören für eine sensible Legitimation unvermeidlicher Trade-offs; Zusammenhalt und Zuversicht mittels eines neuen Konsumnarrativs).
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Jefkins, Frank. "A Broader Look at the Marketing Mix." In Modern Marketing Communications. Springer Netherlands, 1990. http://dx.doi.org/10.1007/978-94-011-6868-7_2.

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West, Alan. "Sales Strategy and the Marketing Mix." In Modern Sales Management. Macmillan Education UK, 1987. http://dx.doi.org/10.1007/978-1-349-18570-2_11.

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Codita, Roxana. "Testing the Contingency Model of Marketing-Mix Standardization and Its Performance Outcomes." In Contingency Factors of Marketing-Mix Standardization. Gabler, 2011. http://dx.doi.org/10.1007/978-3-8349-6169-3_5.

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Rieck, Louise Ina Hannah. "Modellskizze eines anderen, zukunftsorientierten Marketing." In Das Potenzial von Marketing für eine ressourcenorientierte Transformation des Konsumsystems. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-40346-1_13.

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ZusammenfassungZum vorläufigen Ende meiner Erkundungsreise ist ein Modell eines zukunftsorientierten Marketing entstanden, wie ich es mir zu Beginn meines Forschungsweges nicht hätte ausmalen können: Die Zukunftsfähigkeit der Profession liegt nicht in einer Fortsetzung des herkömmlichen Mindset, wie es in Komposita wie „Nachhaltigkeitsmarketing“ respektive „Green Marketing“ semantisch zum Ausdruck kommt. Notwendig scheint vielmehr, Marketing radikal anders zu denken.
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Wildner, Raimund. "Generation Silber – eine Zielgruppe mit Potenzial." In Best Practice Modelle im 55plus Marketing. Gabler, 2011. http://dx.doi.org/10.1007/978-3-8349-6402-1_3.

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Drees, Sandra. "Erfolgreiche schriftliche Banken-Kommunikation mit der Kundengruppe 50plus." In Best Practice Modelle im 55plus Marketing. Gabler, 2011. http://dx.doi.org/10.1007/978-3-8349-6402-1_11.

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Boon, Benjamin Tan Lin, and Tan Wee Liang. "Firms’ Marketing Mix Effectiveness and Modes of Entry in the Host Countries." In Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-13084-2_112.

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Conference papers on the topic "Marketing mix models"

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Gujar, Praveen, Gunjan Paliwal, Sriram Panyam, and Chhaya Kewalramani. "The Evolution of Ads Marketing Mix Modeling (MMM): From Regression Models to AI-Powered Planning for SMBs." In 2024 IEEE Technology and Engineering Management Society (TEMSCON LATAM). IEEE, 2024. http://dx.doi.org/10.1109/temsconlatam61834.2024.10717768.

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Yahia, Zakaria, and Mostafa ElBolok. "A Proposed Nonlinear Programming Optimization Model for Optimal Budget Mix of Digital Marketing Campaigns." In 2024 6th Novel Intelligent and Leading Emerging Sciences Conference (NILES). IEEE, 2024. http://dx.doi.org/10.1109/niles63360.2024.10753162.

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Virijević Jovanović, Saša, and Goran Dašić. "The Concept of Digital Marketing Mix: Implications in Consumer Behaviour." In Seventh International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2021. http://dx.doi.org/10.31410/limen.2021.243.

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Considering that digital technologies have become an essential ele­ment of everyday consumer life, modern marketing has shifted to new, digital models that provide different possibilities for marketing mix development. The advent of the Internet, and particularly Web 2.0. technologies have significant­ly influenced all elements of the marketing mix, regardless of whether organ­izations are directly involved in e-commerce or not. The paper analyses the strategic frameworks of the marketing mix from the context of consumer be­haviour, and their user experience in the digital environment. The res
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Martinović, Maja. "From Theory to Practice: Applying Marketing Concepts Across Industries in MBA Programs." In 10th International Scientific Conference ERAZ - Knowledge Based Sustainable Development. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2024. https://doi.org/10.31410/eraz.2024.437.

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Teaching marketing to MBA students, particularly managers from diverse industries, can be greatly enhanced by co-creation with students. Standard teaching methods often fail to demonstrate how to apply theoretical concepts to real-world situations, especially in smaller or resource-limited companies. A study involving 30 MBA students working on real company scenarios revealed that knowledge transfer is more effective when participants co-create strategies and tactics using theoretical models alongside industry-specific examples. For example, some industries benefited from a customer-centric ap
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Donndelinger, Joseph, and Scott M. Ferguson. "Design for Marketing Mix: The Past, Present, and Future of Market-Driven Product Design." In ASME 2017 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. American Society of Mechanical Engineers, 2017. http://dx.doi.org/10.1115/detc2017-68275.

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The four Ps of the Marketing Mix are defined as Product, Price, Place and Promotion. The last forty years of engineering design research has seen an increased incorporation of preference into the design process in response to meeting the demands of each ‘P’. This incorporation began with surrogates of preference in Design for Product problem formulations where an objective (such as minimizing weight, for example) represented a firm’s desire to reduce cost and maximize profit. As our community progressed toward Design for Price problem formulations, we began to represent preferences both of the
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Dobrea, Razvan Catalin, Maria Loredana Popescu, Ovidiu Andrei Cristian Buzoianu, and Cristina Dima. "Green marketing in the romanian retail." In International Scientific Conference “30 Years of Economic Reforms in the Republic of Moldova: Economic Progress via Innovation and Competitiveness”. Academy of Economic Studies of Moldova, 2022. http://dx.doi.org/10.53486/9789975155618.07.

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Before the idea of green marketing, companies had to be concerned with what happens to a product during and after its useful life. Companies can manifest this concern by experimenting with ways to re-evaluate and redesign the life stage of the product. Life cycle reassessment focuses on environmental considerations in product development and design, including energy and material inputs and achievements in production, consumption, and disposal of waste products (1994 corporate environmental practices). The implementation of the principles of ecological marketing has been achieved since the 70's
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Badin, Andrei, and Luiza Manea. "WAYS OF USING E-LEARNING FOR CULTURE CONSUMERS AND IMPLEMENTING IT IN THE MARKETING OF CULTURAL SERVICES." In eLSE 2018. ADL Romania, 2018. http://dx.doi.org/10.12753/2066-026x-18-047.

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This paper presents ways in which e-learning is used in some industries and how it can be used and implemented in the fine arts services with the help of digital marketing. Culture consumers can take part in the creative process with the help of e-learning. The services economy is booming. Most of business have an online profile and use it in order to get in touch with potential customers and loyal customers, even trying and succeeding in evangelizing some customers that promote their services to others. The highlights of the year 2017 are digital and online trends that encourage fast consumpt
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Fu, Junqi. "Empirical Analysis on the Influential Factors of Business Strategy in the U.S. Movie Industry Based on Marketing Mix Models and SWOT Analysis of Data about Market Performance A case Study on DC Films." In Proceedings of the 4th International Conference on Economic Management and Model Engineering, ICEMME 2022, November 18-20, 2022, Nanjing, China. EAI, 2023. http://dx.doi.org/10.4108/eai.18-11-2022.2326903.

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Bianciardi, Fabio, Nicolò Salamone, Claudio Colangeli, et al. "NVH Prediction and Real-Time Auralization for Virtually Assembled Vehicles: An Overview of the Technology." In Noise and Vibration Conference & Exhibition. SAE International, 2023. http://dx.doi.org/10.4271/2023-01-1091.

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&lt;div class="section abstract"&gt;&lt;div class="htmlview paragraph"&gt;The current trend toward hybrid and electric automotive powertrains increases the complexity of the vehicle development and integration work for the NVH engineers. For example, considering that the combustion noise is reduced or absent, secondary noise sources like drivetrain, auxiliary systems, road and wind noise become of relevance in terms of vehicle noise comfort. This trend combined with the shortening of vehicle development cycle, the increased number of vehicle variants and an increasingly competitive marketing l
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Chernyshova, Taia. "TRIANGULATION OF OPEN INNOVATION DEVELOPMENT IN THE MODERN MARKETING MIX." In From the Baltic to the Black Sea: the Formation of Modern Economic Area. Publishing House “Baltija Publishing”, 2023. http://dx.doi.org/10.30525/978-9934-26-377-4-26.

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Reports on the topic "Marketing mix models"

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Bonfrer, Andre, Ernst Berndt, and Alvin Silk. Anomalies in Estimates of Cross-Price Elasticities for Marketing Mix Models: Theory and Empirical Test. National Bureau of Economic Research, 2006. http://dx.doi.org/10.3386/w12756.

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Ingram, Keisha LaRaine, Dorsa Dorbahani, Anzhela Sargsyan, and Mannhas Kamble. Promotion of Luxurious Cosmetics Through Emotion Manipulation. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.3.2.

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Considering the rising importance of emotions in influencing the purchase decisions of consumers, this research highlights emotions and the ways in which they impact the purchase behaviour. This is significant regarding information the marketers use to develop the strategies and practices for targeting consumer emotions, which ineffectively influence their purchase decisions for luxury cosmetics products. Indeed, this a challenge that marketers have faced in correctly aligning their marketing mix strategies to connect with these consumer groups. Conventional marketing strategies used to captur
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Shomer, Ilan, Ruth E. Stark, Victor Gaba, and James D. Batteas. Understanding the hardening syndrome of potato (Solanum tuberosum L.) tuber tissue to eliminate textural defects in fresh and fresh-peeled/cut products. United States Department of Agriculture, 2002. http://dx.doi.org/10.32747/2002.7587238.bard.

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Abstract:
The project sought to understand factors and mechanisms involved in the hardening of potato tubers. This syndrome inhibits heat softening due to intercellular adhesion (ICA) strengthening, compromising the marketing of industrially processed potatoes, particularly fresh peeled-cut or frozen tubers. However, ICA strengthening occurs under conditions which are inconsistent with the current ideas that relate it to Ca-pectate following pectin methyl esterase (PME) activity or to formation of rhamnogalacturonan (RG)-II-borate. First, it was necessary to induce strengthening of the middle lamellar c
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