Modeling brand advertising with heterogeneous consumer response: channel implications

DOI10.1007/S10479-014-1656-9zbMath1358.90063OpenAlexW1978565906MaRDI QIDQ889559

Salma Karray

Publication date: 9 November 2015

Published in: Annals of Operations Research (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1007/s10479-014-1656-9

zbMATH Keywords

game theoryheterogeneitypricingadvertisingdistribution channelmarketing/OR interface

Mathematics Subject Classification ID

Applications of game theory (91A80) Marketing, advertising (90B60)

Related Items (3)

A game theoretic approach for pricing and advertising of an integrated product family in a duopoly ⋮ Dual-channel supply chain decisions under asymmetric information with a risk-averse retailer ⋮ On the Coordination of Static and Dynamic Marketing Channels in a Duopoly with Advertising

Cites Work

• A dynamic model for advertising and pricing competition between national and store brands
• Equilibrium pricing and advertising strategies in a marketing channel
• EFFECTIVENESS OF COOP ADVERTISING PROGRAMS IN COMPETITIVE DISTRIBUTION CHANNELS
• Cooperative advertising in a marketing channel

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