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Dynamic Models of Advertising Competition : Open- and Closed-Loop Extensions

Erickson, Gary M.

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ISBN 10: 0792391462 / ISBN 13: 9780792391463
Published by Kluwer Academic Publishers, Boston, 1991
Used Condition: Very Good Hardcover
From Mike's Library (Plymouth, PA, U.S.A.)

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Library stamps/marks/labels/slip, otherwise light wear. Solid hardcover.; Contents: Preface; 1. Advertising and Competition; 2. Analytical Models and Strategy Concepts; 3. Analysis of a Lancaster Duopoly; 4. Analysis of a Vidale-Wolfe Duopoly; 5. Analysis of a Diffusion Duopoly; 6. Summary and Final Considerations; References; Author Index; Subject Index. ; International Series in Quantitative Marketing; Ex-Library; viii, 122 pages. Bookseller Inventory # 5768

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Title: Dynamic Models of Advertising Competition : ...

Publisher: Kluwer Academic Publishers, Boston

Publication Date: 1991

Binding: Hardcover

Book Condition:Very Good

Dust Jacket Condition: No Dust Jacket

About this title

Synopsis:

For years, I have been impressed by how dynamic markets are. Marketing strategies are rarely successful without adjustments over time, and marketing managers need constantly to monitor, and anticipate when possible, important changes in the marketing environment, so that they can adapt their marketing strategies to changing market conditions. It strikes me as important that the dynamic elements of marketing be modeled and studied, and a significant part of my research activity has been dedicated to exploring the nature and implications of dynamic marketing strategies. The marketing field has used various models and methodologies in the attempt to understand dynamic markets. I must thank my dissertation advisor, Dave Montgomery at Stanford, for originally turning my attention toward time-varying parameter models some 14 years ago. From that plat­ form, I have proceeded to search for models that capture the essence of dynamic marketing, as well as for methodological tools, empirical as well as analytical, that allow insightful study of such models.

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