Differential game models of advertising competition. (English) Zbl 0896.90144

Summary: Differential game methodology combines two attractive features that are critical to the study of advertising competition: dynamics and multi-competitor decision making. A focused review of two decades of differential game modeling of advertising competition indicates that insights gained to date, while valuable, are of a limited nature, and research in the area needs to extend beyond present limits. Four recent studies are offered as examples of possible directions to follow in continued research.


90B60 Marketing, advertising
91A23 Differential games (aspects of game theory)
Full Text: DOI


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