Marketing Applications of Game Theory

Chapter
Part of the International Series in Operations Research & Management Science book series (ISOR, volume 194)

Abstract

To the lay person, marketing is advertising. In reality, it comprises all the activities of a firm that influence its demand. This includes advertising, of course, but it also includes product design, pricing, distribution, and sales promotion. Thus, marketing decisions arise right at the inception of the firm, just as its business model is being determined. This chapter reviews how game theory has been used to model firms' marketing decisions when they interact with strategic consumers, collaborators, and competitors.

Keywords

Shipping Shrinkage Marketing Expense Agglomeration 

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Copyright information

© Springer Science+Business Media New York 2014

Authors and Affiliations

  1. 1.Rotman School of ManagementUniversity of TorontoTorontoCanada

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