Advertising and exogenous interference in a segmented market

DOI10.1080/09720502.2011.10700733zbMath1225.90071OpenAlexW2012711567MaRDI QIDQ3171926

Bruno Viscolani, Luca Grosset

Publication date: 5 October 2011

Published in: Journal of Interdisciplinary Mathematics (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1080/09720502.2011.10700733

zbMATH Keywords

optimal controladvertisingmarket segmentation

Mathematics Subject Classification ID

Applications of optimal control and differential games (49N90) Trade models (91B60) Marketing, advertising (90B60)

Related Items (1)

Multi-criteria media mix decision model for advertising a single product with segment specific and mass media

Cites Work

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• Pricing and advertising of private and national brands in a dynamic marketing channel
• An infinite-horizon maximum principle with bounds on the adjoint variable
• Optimal dynamic advertising with an adverse exogenous effect on brand goodwill
• Advertising strategies in a differential game with negative competitor's interference
• Feedback Stackelberg equilibrium strategies when the private label competes with the national brand
• Advertising a new product in a segmented market
• Advertising in a segmented market: comparison of media choices
• Feature Article—Aggregate Advertising Models: The State of the Art

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