Marketing Applications of Game Theory

Sridhar Moorthy ()
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Sridhar Moorthy: University of Toronto

Chapter Chapter 4 in Game Theory and Business Applications, 2014, pp 81-101 from Springer

Abstract: 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.

Keywords: Wholesale Price; Reservation Price; Retail Price; Search Cost; Price Dispersion (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/978-1-4614-7095-3_4

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