Dynamic promotional budgeting and media allocation

DOI10.1016/S0377-2217(97)00315-9zbMath0938.90044MaRDI QIDQ1303739

Gila E. Fruchter, Shlomo Kalish

Publication date: 27 June 2000

Published in: European Journal of Operational Research (Search for Journal in Brave)

zbMATH Keywords

differential gamecompetitive strategyglobal Nash equilibriumLanchester modelpromotional strategy

Mathematics Subject Classification ID

Dynamic games (91A25) Marketing, advertising (90B60)

Cites Work

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• Competitive dynamic advertising. A modification of the Case game
• An Empirical Investigation of Advertising Strategies in a Dynamic Duopoly
• Empirical Analysis of Closed-Loop Duopoly Advertising Strategies
• Feature Article—Aggregate Advertising Models: The State of the Art
• Optimizing Advertising Expenditures in a Dynamic Duopoly
• Closed-Loop Advertising Strategies in a Duopoly
• Some Industrial Applications of Military Operations Research Methods
• An Operations-Research Study of Sales Response to Advertising

Related Items (12)

Multi-criteria media mix decision model for advertising a single product with segment specific and mass media ⋮ DYNAMIC OPTIMAL BUDGET ALLOCATION FOR INTEGRATED MARKETING CONSIDERING PERSISTENCE ⋮ ADVERTISING IN A COMPETITIVE PRODUCT LINE ⋮ Integrated marketing communications in markets with uncertainty and competition ⋮ Recent developments in dynamic advertising research ⋮ Strategic rivalry for market share: a contest theory approach to dynamic advertising competition ⋮ A weapon-target assignment approach to media allocation ⋮ Optimal media planning for multi-products in segmented market ⋮ An MCDM model for media selection in the dual consumer/industrial market ⋮ A chance constraints goal programming model for the advertising planning problem ⋮ Oligopoly pricing and advertising in isoelastic adoption models ⋮ Multi-product dynamic advertisement planning in a segmented market

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