Differencial games in marketing
- ISBN: 9781402076138
- Editorial: Kluwer Academic Publishes Group
- Fecha de la edición: 2003
- Lugar de la edición: Dordrecht. None
- Colección: International Series on Quantitative Marketing
- Encuadernación: Cartoné
- Medidas: 24 cm
- Nº Pág.: 172
- Idiomas: Inglés
Papel: Cartoné
117,52 €
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An important branch of marketing science is optimal planning of marketing effort, using mathematical modelling and quantitative methods. Here it is important to recognize that the majority of marketing problems are dynamic and involve strategic considerations. Thus, most marketing instruments have impacts that go beyond the current period and the choice of a firm's marketing instruments will affect its competitors. Game theory has proven useful to represent and conceptualize problems of conflict and cooperation in a formal way, and to predict the outcome of such situations
