How should forward-looking managers plan advertising if they envision a product-harm crisis in the future? To address this question, we propose a dynamic model of brand advertising in which, at each instant, a non-zero probability exists for the occurrence of a crisis event, which damages the...

Companies invest millions of dollars in various forms of marketing communications to impact customers' awareness, attitudes, purchases and, ultimately, profitability. An important question for marketers and shareholders alike is: what effects do marketing investments have on market performance?...

An infinite-horizon differential game between a manufacturer and a retailer is considered. The players control their marketing efforts and the sales share of the online channel is the state of the system. The manufacturer seeks to maximize her profit made on both the indirect and direct channels...

We consider an infinite-horizon differential game played by two direct marketers. Each player controls the number of emails sent to potential customers at each moment in time. There is a cost associated to the messages sent, as well as a potential reward. The latter is assumed to depend on the...

Blood banks rely on marketing to encourage donors to give blood. Many, if not most, blood banks in the U.S. are community-based not-for-profit organizations with limited marketing budgets. As a result, blood banks increasingly use novel and inexpensive online media, i.e., paid, owned and earned...