search query: @indexterm MARKETING MIX / total: 205
reference: 35 / 205
| Author: | Meyer, J. A. |
| Title: | Marketing-Mix-Analyse: ein spieltheoretisches Modell. |
| Journal: | Markt
1999 : VOL. 38:2, p. 110-125 |
| Index terms: | MARKETING MIX GAME THEORY MODELS MARKETING DECISION MAKING |
| Language: | ger |
| Abstract: | The paper presents a game modelling the decisions in combining a complete marketing-mix under competition of two small companies. The model is derived from the criticism of traditional marketing-mix-analysis. Therefore, the paper first discusses traditional models (heuristical and analytical) as well as solutions of integrating competition and game-theory into marketing-mix-models and their insufficiencies. Moreover, the model is run as a dynamic game being the first one in marketing-mix-research, that integrates learning effects of the competitors. |
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