Advertising Expenditures in Coupled Markets-- A Game-Theory Approach

Melvin F. Shakun
Additional contact information
Melvin F. Shakun: Rutgers--The State University, New Brunswick, New Jersey

Management Science, 1965, vol. 11, issue 4, B42-B47

Abstract: A game-theory approach to advertising expenditures is developed for a situation in which the markets for different products are coupled. By coupling we mean that advertising dollars spent in generating sales for one product have an influence on the sales of another product. Non-cooperative equilibrium solutions are obtained for the case of two competing companies each selling two products in coupled markets. An idealized example might be the case of two automobile manufacturers each of whom sells a low-priced and a high-priced car. Some special cases of the model are developed and extensions indicated.

Date: 1965
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://dx.doi.org/10.1287/mnsc.11.4.B42 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:11:y:1965:i:4:p:b42-b47

Access Statistics for this article

More articles in Management Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().