haku: @indexterm GAME THEORY / yhteensä: 415
viite: 181 / 415
| Tekijä: | Mesak, H. Calloway, J. |
| Otsikko: | A pulsing model of advertising competition: a game theoretic approach, part A - theoretical foundation |
| Lehti: | European Journal of Operational Research
1995 : OCT 19, VOL. 86:2, p. 231-248 |
| Asiasana: | COMPETITION ADVERTISING GAME THEORY |
| Kieli: | eng |
| Tiivistelmä: | In this paper and its sequel, the authors present a theoretical model supported by both numerical and empirical analyses to evaluate the advertising policies of pulsation versus uniform (constant) spending using a static continuous Lanchester competitive model of two rival firms. The modeling effort is shown to be adaptable to a wide variety of realistic rivalry situations and its related derived main conclusions are robust for a broad set of assumptions. Following a game theoretic approach, it is found that Uniform Advertising Policy (UAP) is optimal for a firm having a concave or linear response function competing against another having a concave or linear response function. |
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