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Marketing Applications of Game Theory

In: Game Theory and Business Applications

Author

Listed:
  • Sridhar Moorthy

    (University of Toronto)

Abstract

To the lay person, marketing is advertising. In reality, it comprises all the activities of a firm that influence its demand. This includes advertising, of course, but it also includes product design, pricing, distribution, and sales promotion. Thus, marketing decisions arise right at the inception of the firm, just as its business model is being determined. This chapter reviews how game theory has been used to model firms' marketing decisions when they interact with strategic consumers, collaborators, and competitors.

Suggested Citation

  • Sridhar Moorthy, 2014. "Marketing Applications of Game Theory," International Series in Operations Research & Management Science, in: Kalyan Chatterjee & William Samuelson (ed.), Game Theory and Business Applications, edition 2, chapter 0, pages 81-101, Springer.
    • Handle: RePEc:spr:isochp:978-1-4614-7095-3_4
    DOI: 10.1007/978-1-4614-7095-3_4
    as

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