Dynamic Models of Advertising Competition: 13 (International Series in Quantitative Marketing, 13) - Tapa dura

Libro 2 de 8: International Series in Quantitative Marketing

Erickson, Gary

 
9781402072673: Dynamic Models of Advertising Competition: 13 (International Series in Quantitative Marketing, 13)
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ISBN 10: 1402072678 ISBN 13: 9781402072673
Editorial: Springer, 2002

Sinopsis

I am gratified that there is sufficient interest in the subject matter so as to support the offering of a second edition of this monograph. The of differential games dynamic interpretation and game theoretic foundation form a powerful and vital methodology for helping us study and understand marketing competition. This second edition offers a blend of what proved to be successful with the first edition and new material. The first two chapters, reviewing empirical and modeling research, have been updated to include contributions in the last decade that have advanced the area. I have not changed the essential content in the duopoly analyses in chapters 3, 4, and 5. A notable addition to the present edition are the new chapters, 6, 7, and 8, which offer analysis of three triopoly models. In the final chapter, I offer my summary view of the area and hope for continued contributions. I want to express my appreciation for the support of Josh Eliashberg, editor of the International Series in Quantitative Marketing, as well as Zachary Rolnik, Director, and David Cella, Publishing Editor, of Kluwer. Their encouragement has provided crucial motivation in this endeavor.

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Reseña del editor

I am gratified that there is sufficient interest in the subject matter so as to support the offering of a second edition of this monograph. The of differential games dynamic interpretation and game theoretic foundation form a powerful and vital methodology for helping us study and understand marketing competition. This second edition offers a blend of what proved to be successful with the first edition and new material. The first two chapters, reviewing empirical and modeling research, have been updated to include contributions in the last decade that have advanced the area. I have not changed the essential content in the duopoly analyses in chapters 3, 4, and 5. A notable addition to the present edition are the new chapters, 6, 7, and 8, which offer analysis of three triopoly models. In the final chapter, I offer my summary view of the area and hope for continued contributions. I want to express my appreciation for the support of Josh Eliashberg, editor of the International Series in Quantitative Marketing, as well as Zachary Rolnik, Director, and David Cella, Publishing Editor, of Kluwer. Their encouragement has provided crucial motivation in this endeavor.

Reseña del editor

The dynamic modeling and analysis of advertising competition continues to be a topic of importance to scholars and practitioners. The second edition of Dynamic Models Of Advertising Competition 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.

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Editorial
Springer
Año de publicación
2002
Idioma
Inglés
ISBN 10 
1402072678
ISBN 13 
9781402072673
Encuadernación
Tapa dura
Número de edición
2
Número de páginas
160
Contacto del fabricante
ProductSafety@springernature.com
ProductSafety@springernature.com

Poststr. 9
Darmstadt
64293
Alemania

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9781461353607: Dynamic Models of Advertising Competition: 13 (International Series in Quantitative Marketing)

Edición Destacada

ISBN 10:  1461353602 ISBN 13:  9781461353607
Editorial: Springer, 2012
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