Feedback competitive advertising strategies with a general objective function (Q5945071)
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scientific article; zbMATH DE number 1655985
| Language | Label | Description | Also known as |
|---|---|---|---|
| English | Feedback competitive advertising strategies with a general objective function |
scientific article; zbMATH DE number 1655985 |
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Feedback competitive advertising strategies with a general objective function (English)
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20 June 2002
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The authors consider differential games in which the dynamic is given by the Lanchester model of a market with duopoly. A two parameter family of antagonistic bilinear-quadratic games is derived, the payoff being incorporate the following competitive situations: conservative, punitive and predatory advertising. Optimal advertising positional strategies and conditions when these strategies describe the Nash equilibrium are obtained. To illustrate the results the authors show relaying on market-share data in 1968-1984 that competitive motivation on the cola market was punitive advertising.
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differential games
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Nash equilibrium
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saddle-point
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feedback strategies
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competitive marketing
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