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Other titles in the Kluwer International Series in Engineering & Computer Science series:

Dynamic Models of Advertising Competition, Open- And Closed-Loop Extensions (Kluwer International Series in Engineering & Computer Science)

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Dynamic Models of Advertising Competition, Open- And Closed-Loop Extensions (Kluwer International Series in Engineering & Computer Science) Cover

 

Synopses & Reviews

Publisher Comments:

The use of advertising by competing firms to achieve and maintain profitable market positions is an important subject of scholarly research and practical relevance. This book reviews previous empirical and analytical research on advertising competition and extends this research in an analytical direction — by deriving closed-loop (perfect) advertising strategies and comparing them to open-loop strategies — for duopolistic situations. Three types of models — Lancaster, Vidale-Wolfe, and diffusion — are investigated and steady-state analysis shows distinct differences between closed-loop and open-loop strategies. Finally, empirical research is identified to sort out what type of advertising strategy is used by competitors and a methodology is advanced, and empirical propositions are offered, to encourage research in the direction of empirical validation.

Product Details

ISBN:
9780792391463
Author:
Erickson, Gary M.
Publisher:
Springer
Location:
Dordrecht
Subject:
Marketing - General
Subject:
Advertising & Promotion
Subject:
Operations Research
Subject:
Competition
Subject:
Advertising
Subject:
Competition -- Mathematical models.
Subject:
Advertising -- Mathematical models.
Subject:
Marketing
Subject:
Operations Research/Decision Theory
Subject:
Business-Advertising
Subject:
Operation Research/Decision Theory
Subject:
Economics
Subject:
Language, literature and biography
Subject:
Business and Economics
Copyright:
Edition Description:
Book
Series:
International Series in Quantitative Marketing
Series Volume:
4
Publication Date:
19910831
Binding:
HARDCOVER
Language:
English
Pages:
131
Dimensions:
235 x 155 mm 820 gr

Related Subjects

Business » Advertising
Business » Business Plans
Business » General
Business » Management
Business » Marketing
Business » Writing
Engineering » Communications » Telephony
Health and Self-Help » Health and Medicine » Pharmacology
Science and Mathematics » Electricity » General Electronics

Dynamic Models of Advertising Competition, Open- And Closed-Loop Extensions (Kluwer International Series in Engineering & Computer Science) New Hardcover
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Product details 131 pages Kluwer Academic Publishers - English 9780792391463 Reviews:
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