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Dynamic Models of Advertising Competition: Open- and Closed-Loop Extensions: 4 (International Series in Quantitative Marketing, 4) - Hardcover
Synopsis
For years, I have been impressed by how dynamic markets are. Marketing strategies are rarely successful without adjustments over time, and marketing managers need constantly to monitor, and anticipate when possible, important changes in the marketing environment, so that they can adapt their marketing strategies to changing market conditions. It strikes me as important that the dynamic elements of marketing be modeled and studied, and a significant part of my research activity has been dedicated to exploring the nature and implications of dynamic marketing strategies. The marketing field has used various models and methodologies in the attempt to understand dynamic markets. I must thank my dissertation advisor, Dave Montgomery at Stanford, for originally turning my attention toward time-varying parameter models some 14 years ago. From that plat form, I have proceeded to search for models that capture the essence of dynamic marketing, as well as for methodological tools, empirical as well as analytical, that allow insightful study of such models.
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Product Description
Dynamic Models of Advertising Competition The use of advertising by competing firms to achieve and maintain profitable market positions is an important subject of scholarly research and practical relevance. This book reviews previous empirical and analytical research on advertising competition and extends this research in an analytical direction -- by deriving closed-loop (perfect) advertising strategies and comparing them to open-loop strategies -- for duopolistic situations. Three types of models -- Lancaster, Vidale-Wolfe, and diffusion -- are investigated and steady-state analysis shows distinct differences between closed-loop and open-loop strategies. Finally, empirical research is identified t...
Synopsis
The use of advertising by competing firms to achieve and maintain profitable market positions is an important subject of scholarly research and practical relevance. This book reviews previous empirical and analytical research on advertising competition and extends this research in an analytical direction -- by deriving closed-loop (perfect) advertising strategies and comparing them to open-loop strategies -- for duopolistic situations. Three types of models -- Lancaster, Vidale-Wolfe, and diffusion -- are investigated and steady-state analysis shows distinct differences between closed-loop and open-loop strategies. Finally, empirical research is identified to sort out what type of advertising strategy is used by competitors and a methodology is advanced, and empirical propositions are offered, to encourage research in the direction of empirical validation.
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Dynamic Models of Advertising Competition Open- and Closed-Loop Extensions
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Hardcover. Condition: Very Good. Dust Jacket Condition: No Dust Jacket. Library stamps/marks/labels/slip, otherwise light wear. Solid hardcover.; Contents: Preface; 1. Advertising and Competition; 2. Analytical Models and Strategy Concepts; 3. Analysis of a Lancaster Duopoly; 4. Analysis of a Vidale-Wolfe Duopoly; 5. Analysis of a Diffusion Duopoly; 6. Summary and Final Considerations; References; Author Index; Subject Index. ; International Series In Quantitative Marketing, 4; Ex-Library; 131 pages. Seller Inventory # 5768
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Dynamic Models of Advertising Competition: Open- and Closed-Loop Extensions (International Series in Quantitative Marketing, 4)
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Dynamic Models of Advertising Competition: Open- and Closed-Loop Extensions (International Series in Quantitative Marketing, 4)
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Dynamic Models of Advertising Competition
Published by
Springer Netherlands Aug 1991, 1991
ISBN 10: 0792391462
ISBN 13: 9780792391463
New
Hardcover
Seller: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Germany
Seller rating 5 out of 5 stars
Buch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -For years, I have been impressed by how dynamic markets are. Marketing strategies are rarely successful without adjustments over time, and marketing managers need constantly to monitor, and anticipate when possible, important changes in the marketing environment, so that they can adapt their marketing strategies to changing market conditions. It strikes me as important that the dynamic elements of marketing be modeled and studied, and a significant part of my research activity has been dedicated to exploring the nature and implications of dynamic marketing strategies. The marketing field has used various models and methodologies in the attempt to understand dynamic markets. I must thank my dissertation advisor, Dave Montgomery at Stanford, for originally turning my attention toward time-varying parameter models some 14 years ago. From that plat form, I have proceeded to search for models that capture the essence of dynamic marketing, as well as for methodological tools, empirical as well as analytical, that allow insightful study of such models. 136 pp. Englisch. Seller Inventory # 9780792391463
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Dynamic Models of Advertising Competition
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Gebunden. Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. For years, I have been impressed by how dynamic markets are. Marketing strategies are rarely successful without adjustments over time, and marketing managers need constantly to monitor, and anticipate when possible, important changes in the marketing enviro. Seller Inventory # 5971291
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Dynamic Models of Advertising Competition: Open- and Closed-Loop Extensions
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Dynamic Models of Advertising Competition
Published by
Springer Netherlands, Springer Netherlands Aug 1991, 1991
ISBN 10: 0792391462
ISBN 13: 9780792391463
New
Hardcover
Seller: buchversandmimpf2000, Emtmannsberg, BAYE, Germany
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Buch. Condition: Neu. Neuware -For years, I have been impressed by how dynamic markets are. Marketing strategies are rarely successful without adjustments over time, and marketing managers need constantly to monitor, and anticipate when possible, important changes in the marketing environment, so that they can adapt their marketing strategies to changing market conditions. It strikes me as important that the dynamic elements of marketing be modeled and studied, and a significant part of my research activity has been dedicated to exploring the nature and implications of dynamic marketing strategies. The marketing field has used various models and methodologies in the attempt to understand dynamic markets. I must thank my dissertation advisor, Dave Montgomery at Stanford, for originally turning my attention toward time-varying parameter models some 14 years ago. From that plat form, I have proceeded to search for models that capture the essence of dynamic marketing, as well as for methodological tools, empirical as well as analytical, that allow insightful study of such models.Springer Verlag GmbH, Tiergartenstr. 17, 69121 Heidelberg 136 pp. Englisch. Seller Inventory # 9780792391463
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Dynamic Models of Advertising Competition : Open- and Closed-Loop Extensions
Published by
Springer Netherlands, Springer Netherlands, 1991
ISBN 10: 0792391462
ISBN 13: 9780792391463
New
Hardcover
Seller: AHA-BUCH GmbH, Einbeck, Germany
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Buch. Condition: Neu. Druck auf Anfrage Neuware - Printed after ordering - For years, I have been impressed by how dynamic markets are. Marketing strategies are rarely successful without adjustments over time, and marketing managers need constantly to monitor, and anticipate when possible, important changes in the marketing environment, so that they can adapt their marketing strategies to changing market conditions. It strikes me as important that the dynamic elements of marketing be modeled and studied, and a significant part of my research activity has been dedicated to exploring the nature and implications of dynamic marketing strategies. The marketing field has used various models and methodologies in the attempt to understand dynamic markets. I must thank my dissertation advisor, Dave Montgomery at Stanford, for originally turning my attention toward time-varying parameter models some 14 years ago. From that plat form, I have proceeded to search for models that capture the essence of dynamic marketing, as well as for methodological tools, empirical as well as analytical, that allow insightful study of such models. Seller Inventory # 9780792391463
Quantity: 1 available