Logotipo librería Marcial Pons

Dynamic models of advertising competition

  • ISBN: 9781402072673
  • Editorial: KLUWER ACADEMIC PUBLISHERS
  • Lugar de la edición: Boston. Estados Unidos de Norteamérica
  • Edición número: 2nd ed
  • Colección: International series in quantitative marketing
  • Encuadernación: Cartoné
  • Medidas: 24 cm
  • Nº Pág.: 148
  • Idiomas: Inglés

Papel: Cartoné
75,93 €
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Resumen

The dynamic modelling and analysis of advertising competition continues to be a topic of importance to scholars and practitioners. The second edition of this text reviews empirical and analytical research on the topic and extends the research through analytical and numerical investigation. Three types of model frameworks - Lanchester, Vidale- Wolfe, and diffusion - are combined with two different approaches to developing competitive advertising strategies - perfect equilibria and dynamic conjectural variations - in the analysis of duopoly and triopoly competition. Advertising strategies developed with the different approaches are compared and contrasted to open-loop strategies. Table of Contents Advertising and Competition Analytical Models and Strategy Concepts Analysis of a Lanchester Duopoly Analysis of a Vidale-Wolfe Duopoly Analysis of a Diffusion Duopoly Analysis of a Lanchester Triopoly Analysis of a Vidale-Wolfe Triopoly Analysis of a Diffusion Triopoly Summary and Final Considerations

Resumen

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