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.

Produktinformation

Utgivningsdatum:2002-10-31
Mått:155 x 235 x 14 mm
Vikt:412 g
Format:Inbunden
Språk:Engelska
Serie:International Series in Quantitative Marketing
Antal sidor:147
Upplaga:2
Förlag:Kluwer Academic Publishers
ISBN:9781402072673

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Innehållsförteckning

1 Advertising and Competition.- 2 Analytical Models and Strategy Concepts.- 3 Analysis of a Lanchester Duopoly.- 4 Analysis of a Vidale-Wolfe Duopoly.- 5 Analysis of a Diffusion Duopoly.- 6 Analysis of a Lanchester Triopoly.- 7 Analysis of a Vidale-Wolfe Triopoly.- 8 Analysis of a Diffusion Triopoly.- 9 Summary and Final Considerations.- References.- Author Index.