Authors: Gary M. Erickson
ISBN-13: 9781402072673, ISBN-10: 1402072678
Format: Hardcover
Publisher: Springer-Verlag New York, LLC
Date Published: September 2007
Edition: REV
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.
Preface | ||
1 | Advertising and Competition | 1 |
2 | Analytical Models and Strategy Concepts | 7 |
3 | Analysis of a Lanchester Duopoly | 37 |
4 | Analysis of a Vidale-Wolfe Duopoly | 63 |
5 | Analysis of a Diffusion Duopoly | 83 |
6 | Analysis of a Lanchester Triopoly | 97 |
7 | Analysis of a Vidale-Wolfe Triopoly | 113 |
8 | Analysis of a Diffusion Triopoly | 123 |
9 | Summary and Final Considerations | 135 |
References | 139 | |
Author Index | 145 | |
Subject Index | 147 |