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| Tekijä: | Mesak, H. Darrat, A. |
| Otsikko: | Changing market conditions and advertising strategies: theory and evidence |
| Lehti: | Journal of the Operational Research Society
1998 : JAN, VOL. 49:1, p. 42-51 |
| Asiasana: | CHANGE MARKETS OPERATIONAL RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | Using a modified continuous Lanchester model of advertising competition and following a game theoretic approach, this paper investigates analytically the sensitivity of optimal advertising to changes in model parameters in the cases of symmetric and semi-symmetric competition. The theoretical results show that non-dominant firms in both market structures behave similarly whereas the dominant firm in the latter structure behaves considerably differently. |
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