Titlebook: Dynamic Models of Advertising Competition; Gary M. Erickson Book 2003Latest edition Springer Science+Business Media New York 2003 Advertis

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Advertising and Competition,etitive advertising may have on the firm’s market share, sales, and profit, and the interactive nature of a competitor’s advertising with a firm’s own. Competition is ignored only at the firm’s peril; empirical studies (e.g. Little 1979; also see the empirical survey below) have shown quite clearly

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

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Analysis of a Lanchester Duopoly,We have for competitor 1. and for competitor 2 . The parameters .. and .. represent the economic values of market shares for competitors 1 and 2, respectively. Also, . is the discount rate, assumed equivalent for the two competitors.

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Analysis of a Vidale-Wolfe Duopoly,subject to the dynamic constraint.In the Vidale-Wolfe model we analyze, each competitor’s advertising is used to attract industry sales ., which are divided between the two competitors according to brand-strength parameters γ., γ.. The industry sales level changes dynamically according to (4.2). The

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Analysis of a Diffusion Duopoly,mize discounted profits over an infinite horizon: . The dynamic constraint on industry sales . in the diffusion model is . The diffusion model is similar to the Vidale-Wolfe structure analyzed in chapter 4, with the addition of the word-of-mouth parameter .. As in the Vidale-Wolfe model, . is the co

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Book 2003Latest editiono express my appreciation for the support of Josh Eliashberg, editor of the International Series in Quantitative Marketing, as well as Zachary Rolnik, Director, and David Cella, Publishing Editor, of Kluwer. Their encouragement has provided crucial motivation in this endeavor.

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