Dynamic Models of Advertising Competition
Author:   Gary M. Erickson
Publisher:   Springer-Verlag New York Inc.
Edition:   2nd ed. 2003
Volume:   13
ISBN:  

9781402072673


Pages:   147
Publication Date:   31 October 2002
Format:   Hardback
Availability:   Out of print, replaced by POD   Availability explained
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Dynamic Models of Advertising Competition


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Overview

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.

Full Product Details

Author:   Gary M. Erickson
Publisher:   Springer-Verlag New York Inc.
Imprint:   Springer-Verlag New York Inc.
Edition:   2nd ed. 2003
Volume:   13
Dimensions:   Width: 15.50cm , Height: 1.10cm , Length: 23.50cm
Weight:   0.890kg
ISBN:  

9781402072673


ISBN 10:   1402072678
Pages:   147
Publication Date:   31 October 2002
Audience:   College/higher education ,  Professional and scholarly ,  Undergraduate ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   Out of print, replaced by POD   Availability explained
We will order this item for you from a manufatured on demand supplier.

Table of Contents

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.

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