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A pulsing model of advertising competition: A game theoretic approach, part B -- Empirical application and findings

Listed author(s):
  • Mesak, Hani I.
  • Calloway, James A.
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    Article provided by Elsevier in its journal European Journal of Operational Research.

    Volume (Year): 86 (1995)
    Issue (Month): 3 (November)
    Pages: 422-433

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    Handle: RePEc:eee:ejores:v:86:y:1995:i:3:p:422-433
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    1. Schmalensee, Richard, 1978. "A Model of Advertising and Product Quality," Journal of Political Economy, University of Chicago Press, vol. 86(3), pages 485-503, June.
    2. Robert C. Blattberg & Abel P. Jeuland, 1981. "A Micromodeling Approach to Investigate the Advertising-Sales Relationship," Management Science, INFORMS, vol. 27(9), pages 988-1005, September.
    3. Maurice W. Sasieni, 1971. "Optimal Advertising Expenditure," Management Science, INFORMS, vol. 18(4-Part-II), pages 64-72, December.
    4. Aneel Karnani, 1983. "Minimum Market Share," Marketing Science, INFORMS, vol. 2(1), pages 75-93.
    5. Vijay Mahajan & Eitan Muller, 1986. "Advertising Pulsing Policies for Generating Awareness for New Products," Marketing Science, INFORMS, vol. 5(2), pages 89-106.
    6. K. S. Krishnan & Shiv K. Gupta, 1967. "Mathematical Model for a Duopolistic Market," Management Science, INFORMS, vol. 13(7), pages 568-583, March.
    7. Vijay Mahajan & Eitan Muller, 1986. "Reply—Reflections on Advertising Pulsing Policies for Generating Awareness for New Products," Marketing Science, INFORMS, vol. 5(2), pages 110-111.
    8. Aneel Karnani, 1985. "Strategic Implications of Market Share Attraction Models," Management Science, INFORMS, vol. 31(5), pages 536-547, May.
    9. Pradeep K. Chintagunta & Naufel J. Vilcassim, 1992. "An Empirical Investigation of Advertising Strategies in a Dynamic Duopoly," Management Science, INFORMS, vol. 38(9), pages 1230-1244, September.
    10. Mesak, Hani I. & Calloway, James A., 1995. "A pulsing model of advertising competition: A game theoretic approach, part A -- Theoretical foundation," European Journal of Operational Research, Elsevier, vol. 86(2), pages 231-248, October.
    11. Hani I. Mesak, 1992. "An Aggregate Advertising Pulsing Model with Wearout Effects," Marketing Science, INFORMS, vol. 11(3), pages 310-326.
    12. Dan Horsky & Karl Mate, 1988. "Dynamic Advertising Strategies of Competing Durable Good Producers," Marketing Science, INFORMS, vol. 7(4), pages 356-367.
    13. Melvin F. Shakun, 1965. "Advertising Expenditures in Coupled Markets-- A Game-Theory Approach," Management Science, INFORMS, vol. 11(4), pages 42-47, February.
    14. Dan Horsky, 1977. "An Empirical Analysis of the Optimal Advertising Policy," Management Science, INFORMS, vol. 23(10), pages 1037-1049, June.
    15. George E. Monahan, 1987. "The Structure of Equilibria in Market Share Attraction Models," Management Science, INFORMS, vol. 33(2), pages 228-243, February.
    16. Hani I. Mesak & Richard C. Clelland, 1979. "A Competitive Pricing Model," Management Science, INFORMS, vol. 25(11), pages 1057-1068, November.
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