Optimizing Advertising Expenditures in a Dynamic Duopoly Journal Articles

abstract

• The marketing problem of determining the optimal timing of advertising expenditures over a finite planning horizon in a duopoly conflict situation is portrayed as a non-zero-sum differential game. Advertising expenditures are determined which optimize multiobjective performance indices in a Nash equilibrium sense. The dynamics of the market are described by utilizing an extension of the Vidale-Wolfe model of the sales response to advertising. A numerical algorithm is used to solve the model.

authors

• Deal, Kenneth

status

• published 

publication date

• August 1979

has subject area

• 0102 Applied Mathematics (FoR)
• 0802 Computation Theory and Mathematics (FoR)
• 1503 Business and Management (FoR)
• Operations Research (Science Metrix)

published in

• Operations Research  Journal

keywords

• Business & Economics
• Management
• Operations Research & Management Science
• Science & Technology
• Social Sciences
• Technology

Digital Object Identifier (DOI)

• 10.1287/opre.27.4.682

start page

• 682

end page

• 692

volume

• 27

issue

• 4