Summary and Final Considerations

  • Gary M. Erickson
Part of the International Series in Quantitative Marketing book series (ISQM, volume 13)


We have considered two different approaches to developing dynamic advertising strategies in competitive situations, the Case (1979) perfect equilibria approach for duopolies and for triopolies the dynamic conjectural variation approach of Erickson (1997), in the search for useful alternatives to the unsatisfactory open-loop concept. Each of the alternative approaches has advantages but also limitations.


Subgame Perfect Equilibrium Competitive Situation Case Approach Advertising Strategy Oligopolistic Competition 
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Copyright information

© Springer Science+Business Media New York 2003

Authors and Affiliations

  • Gary M. Erickson
    • 1
  1. 1.University of WashingtonUSA

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