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

Gary M. Erickson

ISBN 10: 0792391462 / ISBN 13: 9780792391463

Published by Springer Netherlands, Springer Netherlands, 1991

About this Item

Druck auf Anfrage Neuware - Printed after ordering - 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.

Seller Inventory # 9780792391463

Bibliographic Details

• Title: Dynamic Models of Advertising Competition : Open- and Closed-Loop Extensions
• Publisher: Springer Netherlands, Springer Netherlands
• Publication Date: 1991
• Language: English
• ISBN 10: 0792391462
• ISBN 13: 9780792391463
• Binding: Buch
• Condition: Neu
• Dimensions: 241W x 160H x 13D millimeters 241 millimeters width by 160 millimeters height by 13 millimeters depth
• Weight: 377 grams

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.