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Contributions to Game Theory and Management, 2009, том 2, страницы 241–250
(Mi cgtm52)
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Brand and Generic Advertising Strategies in a Dynamic Monopoly with Two Brands
Anastasia F. Korolevaa, Nikolay A. Zenkevichb a St. Petersburg State University,
Faculty of Applied Mathematics,
Universitetsky Avenue 35, Petrodvorets, St. Petersburg, 198504, Russia
b St. Petersburg State University,
Graduate School of Management,
Volkhovsky Per. 3, St. Petersburg, 199004, Russia
Аннотация:
This paper considers a dynamic monopoly with two brands. It is an extension of the work "Brand and generic advertising strategies in a dynamic duopoly" (Bass, Krishnamurthy , Prasad, Sethi, 2005). A monopolist possessing two brands has to decide how to use both generic and brand advertising for each of his brands in order to maximize his profit. Thus, he needs a method or algorithm that he could use practically. This work offers such an algorithm. A multistage algorithm of a problem solution which is software-programmable have been developed. Symmetric case is analyzed as the example.
Ключевые слова:
dynamic monopoly, brand advertising strategy, generic advertising strategy, profit maximization, the Hamilton–Jacobi–Bellman equation, optimal control.
Образец цитирования:
Anastasia F. Koroleva, Nikolay A. Zenkevich, “Brand and Generic Advertising Strategies in a Dynamic Monopoly with Two Brands”, Contributions to Game Theory and Management, 2 (2009), 241–250
Образцы ссылок на эту страницу:
https://www.mathnet.ru/rus/cgtm52 https://www.mathnet.ru/rus/cgtm/v2/p241
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Страница аннотации: | 241 | PDF полного текста: | 61 | Список литературы: | 49 |
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