search query: @author Mesak, H. / total: 4
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| Author: | Mesak, H. |
| Title: | On the generalizability of advertising pulsation monopoly results to an oligopoly |
| Journal: | European Journal of Operational Research
1999 : SEP 16, VOL. 117:3, p. 429-449 |
| Index terms: | OPERATIONAL RESEARCH ADVERTISING OLIGOPOLY |
| Language: | eng |
| Abstract: | This paper introduces, for the first time, an analytical framework for modeling and analyzing sales response to advertising pulsation for competitive markets of mature products in continuous time for discrete, piecewise, policies that allow unequal cycle lengths. Employing a Nash equilibrium solution concept, this study supported with numerical analysis demonstrates that there is an oligopolistic, as opposed to a monopolistic, justification for advertising at a constant rate in the presence of concave response functions or advertising according to a pulsing policy in the presence of S-shaped response functions. |
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