Dynamic Models of Advertising Competition: Open- and Closed-Loop Extensions: 4 (International Series in Quantitative Marketing) - Tapa dura

Erickson, Gary

 
9780792391463: Dynamic Models of Advertising Competition: Open- and Closed-Loop Extensions: 4 (International Series in Quantitative Marketing)
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ISBN 10: 0792391462 ISBN 13: 9780792391463
Editorial: Springer, 1991

Sinopsis

For years, I have been impressed by how dynamic markets are. Marketing strategies are rarely successful without adjustments over time, and marketing managers need constantly to monitor, and anticipate when possible, important changes in the marketing environment, so that they can adapt their marketing strategies to changing market conditions. It strikes me as important that the dynamic elements of marketing be modeled and studied, and a significant part of my research activity has been dedicated to exploring the nature and implications of dynamic marketing strategies. The marketing field has used various models and methodologies in the attempt to understand dynamic markets. I must thank my dissertation advisor, Dave Montgomery at Stanford, for originally turning my attention toward time-varying parameter models some 14 years ago. From that plat­ form, I have proceeded to search for models that capture the essence of dynamic marketing, as well as for methodological tools, empirical as well as analytical, that allow insightful study of such models.

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Reseña del editor

For years, I have been impressed by how dynamic markets are. Marketing strategies are rarely successful without adjustments over time, and marketing managers need constantly to monitor, and anticipate when possible, important changes in the marketing environment, so that they can adapt their marketing strategies to changing market conditions. It strikes me as important that the dynamic elements of marketing be modeled and studied, and a significant part of my research activity has been dedicated to exploring the nature and implications of dynamic marketing strategies. The marketing field has used various models and methodologies in the attempt to understand dynamic markets. I must thank my dissertation advisor, Dave Montgomery at Stanford, for originally turning my attention toward time-varying parameter models some 14 years ago. From that plat­ form, I have proceeded to search for models that capture the essence of dynamic marketing, as well as for methodological tools, empirical as well as analytical, that allow insightful study of such models.

Reseña del editor

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.

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Editorial
Springer
Año de publicación
1991
Idioma
Inglés
ISBN 10 
0792391462
ISBN 13 
9780792391463
Encuadernación
Tapa dura
Número de páginas
136
Contacto del fabricante
no disponible
Persona responsable
CMN Printpool Inh. Mathis Neumann
https://www.also.com/ec/cms5/en_6000/6000/index.jsp

Friedrich-Karl-Str. 9
Hamburg
Alemania

Otras ediciones populares con el mismo título

9789401713160: Dynamic Models of Advertising Competition: Open- and Closed-Loop Extensions: 4 (International Series in Quantitative Marketing)

Edición Destacada

ISBN 10:  9401713162 ISBN 13:  9789401713160
Editorial: Springer, 2013
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