A Marketing Competition with a Finite Termination Time: Some Differential Games

This paper attempts to develop some theoretical insights into the dynamics of marketing campaigns. It studies a model where two firms are competing in an advertising campaign with sales at a specified termination date and asks how the trajectory of resource expenditures would change over time. Among its main findings are that the dynamics of competition force the firms to accelerate their expenditure on advertising throughout the entire time period.

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Year of publication:	2007
Authors:	Coram, Alex
Published in:	Global Journal of Business Research. - Vol. 1.2007, 1, p. 157-167

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Extent:	application/pdf
Type of publication:	Article
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10010960016