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Network Formation and the Structure of the Commercial World Wide Web

Katona, Zsolt; Sarvary, Miklos - In: Marketing Science 27 (2008) 5, pp. 764-778

We model the commercial World Wide Web as a directed graph that emerges as the equilibrium of a game in which utility maximizing websites purchase (advertising) in-links from each other while also setting the price of these links. In equilibrium, higher content sites tend to purchase more...

Persistent link: https://www.econbiz.de/10008788229

Direct-to-Consumer Advertising of Prescription Drugs: A Strategic Analysis

Amaldoss, Wilfred; He, Chuan - In: Marketing Science 28 (2009) 3, pp. 472-487

Consumers cannot purchase a prescription drug without a prescription from a physician, yet many prescription drugs are promoted to consumers with the help of direct-to-consumer (DTC) advertising. In this paper, we propose and test a competitive model of DTC advertising. We find that the brand...

Persistent link: https://www.econbiz.de/10008788247

Advertising Effectiveness, Digital Video Recorders, and Product Market Competition

Ghosh, Bikram; Stock, Axel - In: Marketing Science 29 (2010) 4, pp. 639-649

effect of DVRs depends on the trade off between loss of advertising effectiveness and reduction in competition between firms … fast-forwarding ("zipping") behaviors on product market competition. …

Persistent link: https://www.econbiz.de/10008788272

A Customer Management Dilemma: When Is It Profitable to Reward One's Own Customers?

Shin, Jiwoong; Sudhir, K. - In: Marketing Science 29 (2010) 4, pp. 671-689

) it is optimal to reward one's own customers under symmetric competition and (2) BBP can increase profits with fully …

Persistent link: https://www.econbiz.de/10008788276

Optimal Bundling Strategies in Multiobject Auctions of Complements or Substitutes

Subramaniam, Ramanathan; Venkatesh, R. - In: Marketing Science 28 (2009) 2, pp. 264-273

We consider a problem at the interface of auctions and bundling. Our revenue-maximizing seller seeking to auction one … unit each of two complements or substitutes in the best-of-three formats: the auction of the bundle, separate auctions of … the individual items, and a combinatorial auction. We draw on an analytical model to address the following questions: (i …

Persistent link: https://www.econbiz.de/10008788290

Retailers' Multichannel and Price Advertising Strategies

Zhang, Xubing - In: Marketing Science 28 (2009) 6, pp. 1080-1094

Online retailing boasts two major advantages: convenience of home shopping and easy access to information. In this paper, I argue that these two features have important implications for retailers' channel and advertising decisions. Two major questions are addressed: When should a conventional...

Persistent link: https://www.econbiz.de/10008788309

A Comment on “Is Having More Channels Really Better? A Model of Competition Among Commercial Television Broadcasters”

Chou, Shan-Yu; Wu, Chi-Cheng - In: Marketing Science 25 (2006) 5, pp. 538-542

This paper shows that the analysis of Liu et al. (2004) contains a substantive error—the asserted pure-strategy Nash equilibrium leading to their Theorems 1 and 2 is really not an equilibrium. We show that in their model, either pure-strategy Nash equilibria do not exist or, unlike their...

Persistent link: https://www.econbiz.de/10008788313

On the Profitability of Firms in a Differentiated Industry

Jing, Bing - In: Marketing Science 25 (2006) 3, pp. 248-259

considers a scenario where the firms' quality levels are fixed and they engage in price competition. Here, our results are three …

Persistent link: https://www.econbiz.de/10008788322

Effect of Brand Loyalty on Advertising and Trade Promotions: A Game Theoretic Analysis with Empirical Evidence

Agrawal, Deepak - In: Marketing Science 15 (1996) 1, pp. 86-108

In this paper we examine the issue of balancing media advertising (pull strategy) and trade promotions (push strategy) for manufacturers of consumer packaged goods utilizing a three-stage game theoretic analysis and test model's implications with scanner panel data. We develop a model of two...

Persistent link: https://www.econbiz.de/10008788331

Market Diversion and Market Power: California Eggs

Allender, William; Richards, Timothy - In: Review of Industrial Organization 36 (2010) 1, pp. 37-58

Persistent link: https://www.econbiz.de/10008631219