Advertisement

Other Applications

  • Steffen Jørgensen
  • Georges Zaccour
Part of the International Series In Quantitative Marketing book series (ISQM, volume 15)

Abstract

The literature on differential games in marketing contains a number of studies that incorporate other decision variables than those usually seen as marketing variables, for example, production, inventories, investments, and financing. Other works study multiple marketing instruments (notably the price-advertising interaction). This chapter discusses the following topics:
  • ■ Cournot games with advertising (Section 6.2). In these games, quantity-setting oligopolistic firms have additional decision variables, viz., their advertising efforts.

  • ■ Pricing and advertising (Section 6.3). Although each player only has two marketing decision variables, these games are known to cause considerable analytical difficulties, at least is cases where there is a true interaction between price and advertising. The setup can be extended by investments in productive capital.

  • ■ Pricing and quality (Section 6.4) where firms must decide both the product price and the design quality of their products.

  • ■ Pricing and finance.(Section 6.5). The financial issue here is how internal finance, through retained earnings, limits growth and expansion of firms.

  • ■ Pricing, production, capacity expansion, investments and inventories (Section 6.6).

Keywords

Differential Game Reservation Price Transfer Price Advertising Expenditure Advertising Strategy 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Springer Science+Business Media New York 2004

Authors and Affiliations

  • Steffen Jørgensen
    • 1
  • Georges Zaccour
    • 2
  1. 1.Department of Organization and ManagementUniversity of Southern DenmarkOdenseDenmark
  2. 2.GERAD and Marketing DepartmentHEC MontréalCanada

Personalised recommendations