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Dynamic Models of Advertising Competition

Open- and Closed-Loop Extensions

  • Book
  • © 1991

Overview

Authors:
  1. Gary M. Erickson

    1. University of Washington, USA

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Part of the book series: International Series in Quantitative Marketing (ISQM, volume 4)

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Table of contents (6 chapters)

  1. Front Matter

    Pages i-ix
    Download chapter PDF

  2. Advertising and Competition

    • Gary M. Erickson
    Pages 1-7

  3. Analytical Models and Strategy Concepts

    • Gary M. Erickson
    Pages 9-37

  4. Analysis of a Lanchester Duopoly

    • Gary M. Erickson
    Pages 39-63

  5. Analysis of a Vidale-Wolfe Duopoly

    • Gary M. Erickson
    Pages 65-85

  6. Analysis of a Diffusion Duopoly

    • Gary M. Erickson
    Pages 87-100

  7. Summary and Final Considerations

    • Gary M. Erickson
    Pages 101-109

  8. Back Matter

    Pages 111-122
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Keywords

About this book

For years, I have been impressed by how dynamic markets are. Marketing strategies are rarely successful without adjustments over time, and marketing managers need constantly to monitor, and anticipate when possible, important changes in the marketing environment, so that they can adapt their marketing strategies to changing market conditions. It strikes me as important that the dynamic elements of marketing be modeled and studied, and a significant part of my research activity has been dedicated to exploring the nature and implications of dynamic marketing strategies. The marketing field has used various models and methodologies in the attempt to understand dynamic markets. I must thank my dissertation advisor, Dave Montgomery at Stanford, for originally turning my attention toward time-varying parameter models some 14 years ago. From that plat­ form, I have proceeded to search for models that capture the essence of dynamic marketing, as well as for methodological tools, empirical as well as analytical, that allow insightful study of such models.

Authors and Affiliations

  • University of Washington, USA

    Gary M. Erickson

Bibliographic Information

  • Book Title: Dynamic Models of Advertising Competition

  • Book Subtitle: Open- and Closed-Loop Extensions

  • Authors: Gary M. Erickson

  • Series Title: International Series in Quantitative Marketing

  • DOI: https://doi.org/10.1007/978-94-017-1314-6

  • Publisher: Springer Dordrecht

  • eBook Packages: Springer Book Archive

  • Copyright Information: Springer Science+Business Media New York 1991

  • Hardcover ISBN: 978-0-7923-9146-3Published: 31 August 1991

  • Softcover ISBN: 978-94-017-1316-0Published: 03 October 2013

  • eBook ISBN: 978-94-017-1314-6Published: 17 April 2013

  • Series ISSN: 0923-6716

  • Series E-ISSN: 2199-1057

  • Edition Number: 1

  • Number of Pages: IX, 122

  • Topics: Marketing, Operations Research/Decision Theory

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