Internet and Network Economics
Volume 7695 of the series Lecture Notes in Computer Science pp 532-538
On Fixed-Price Marketing for Goods with Positive Network Externalities
- Vahab S. MirrokniAffiliated withGoogle Research
- , Sebastien RochAffiliated withDepartment of Mathematics, UW–Madison
- , Mukund SundararajanAffiliated withGoogle Research
Abstract
In this paper we discuss marketing strategies for goods that have positive network externalities, i.e., when a buyer’s value for an item is positively influenced by others owning the item. We investigate revenue-optimal strategies of a specific form where the seller gives the item for free to a set of users, and then sets a fixed price for the rest. We present a \(1\over 2\)-approximation for this problem under assumptions about the form of the externality. To do so, we apply ideas from the influence maximization literature [13] and also use a recent result on non-negative submodular maximization as a black-box [3,7].
- Title
- On Fixed-Price Marketing for Goods with Positive Network Externalities
- Book Title
- Internet and Network Economics
- Book Subtitle
- 8th International Workshop, WINE 2012, Liverpool, UK, December 10-12, 2012. Proceedings
- Pages
- pp 532-538
- Copyright
- 2012
- DOI
- 10.1007/978-3-642-35311-6_43
- Print ISBN
- 978-3-642-35310-9
- Online ISBN
- 978-3-642-35311-6
- Series Title
- Lecture Notes in Computer Science
- Series Volume
- 7695
- Series ISSN
- 0302-9743
- Publisher
- Springer Berlin Heidelberg
- Copyright Holder
- Springer-Verlag Berlin Heidelberg
- Additional Links
- Topics
- Industry Sectors
- eBook Packages
- Editors
-
- Paul W. Goldberg (16)
- Editor Affiliations
-
- 16. Department of Computer Science, University of Liverpool
- Authors
-
- Vahab S. Mirrokni (17)
- Sebastien Roch (18)
- Mukund Sundararajan (19)
- Author Affiliations
-
- 17. Google Research, New York, USA
- 18. Department of Mathematics, UW–Madison, USA
- 19. Google Research, Mountain View, USA
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