Market share attraction models are useful tools for analyzing competitive structures. The
models can be used to infer cross-effects of marketing-mix variables, but also the own effects
can be adequately estimated while conditioning on competitive reactions. Important features of
attraction models are that they incorporate that market shares sum to unity and that the market
shares of individual brands are in between 0 and 1. Next to analyzing competitive structures,
attraction models are also often considered for forecasting market shares. The econometric
analysis of the market share attraction model has not received much attention. Topics as
specification, diagnostics, estimation and forecasting have not been thoroughly discussed in the
academic marketing literature. In this chapter we go through a range of these topics, and, along
the lines, we indicate that there are ample opportunities to improve upon present-day practice