Titlebook: Dynamic Models of Advertising Competition; Open- and Closed-Loo Gary M. Erickson Book 1991 Springer Science+Business Media New York 1991 Ad

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Advertising and Competition,importance of competition; in a survey of leading U.S. advertisers, Lancaster and Stern (1983) reveal that, among various general characteristics describing the advertising budgeting process, “competitive effects” were considered by 52% of the sample (second only to “communication effects” at 55%).

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0923-6716 arketing 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

breadth

Book 1991anagers 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 significa

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GUILT

Analytical Models and Strategy Concepts, of competitors to be studied, the nature of competitive interaction, and the information base of the competitors involved. Generally, studies to date have assumed a game theory framework, in which each of the various competitors involved is a decision-maker, although some (e.g., Horsky 1977) study

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OMIT

Soziale Aspekte non-propriet?rer SoftwareIn this chapter, we analyze the Vidale-Wolfe model introduced in chapter 2. In this model, it is assumed that the two competitors have the following maximization problems: . which are subject to the dynamic constraint