Advertising and exogenous interference in a segmented market

DOI10.1080/09720502.2011.10700733zbMATH Open1225.90071OpenAlexW2012711567MaRDI QIDQ3171926FDOQ3171926

Authors Luca Grosset, Bruno Viscolani 

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

advertisingoptimal controlmarket segmentation

Mathematics Subject Classification ID

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

Cites work

• scientific article; zbMATH DE number 1734466 (Why is no real title available?)
• Advertising a new product in a segmented market
• Advertising in a segmented market: comparison of media choices
• Advertising strategies in a differential game with negative competitor's interference
• An infinite-horizon maximum principle with bounds on the adjoint variable
• Feature Article—Aggregate Advertising Models: The State of the Art
• Feedback Stackelberg equilibrium strategies when the private label competes with the national brand
• Optimal dynamic advertising with an adverse exogenous effect on brand goodwill
• Pricing and advertising of private and national brands in a dynamic marketing channel

Cited in

(1)

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

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