Technical note -- The generalized Sethi advertising model

DOI10.1287/OPRE.2021.0717MaRDI QIDQ6598914zbMATH OpenFDO

Authors Adrian Patrick Kennedy, Suresh P. Sethi, Chi Chung Siu, Sheung Chi Phillip Yam

Publication date 5 September 2024

Published in Operations Research (Search for Journal in Brave)

Full work available at URL https://doi.org/10.1287/OPRE.2021.0717

zbMATH Keywords

advertising policydynamic sales-advertising modelNash equilibriumSethi advertising modelStackelberg equilibrium

Mathematics Subject Classification ID

Marketing, advertising (90B60) Noncooperative games (91A10) Cooperative games (91A12)

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• Extension of the Sethi model to the advertising of digital products
• Optimal advertising and product durability decisions in new product diffusion

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