English, Article edition: A UNIFYING DIFFERENTIAL GAME OF ADVERTISING AND PROMOTIONS HASSAN BENCHEKROUN

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Physical Description
  • article
Language
  • English

Edition details

Title
  • A UNIFYING DIFFERENTIAL GAME OF ADVERTISING AND PROMOTIONS
Author
  • HASSAN BENCHEKROUN
Physical Description
  • article
Notes
  • The literature on advertising and promotions can be divided in two categories. A first group of models assume that promotion contributes (positively) to the goodwill towards the product, and a second group assumes that promotions reduce that goodwill. In this paper we build a differential game model where the impact of promotion on goodwill is endogenously determined. We conduct a comparative dynamics exercise. An unexpected result is that an increase in the sensitivity of sales to goodwill can lead to a decrease of the equilibrium level of sales.
  • Marketing, advertising and promotion, differential games, marketing channel
  • RePEc:wsi:igtrxx:v:09:y:2007:i:02:p:183-197
Language
  • English
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