Modely reakce prodeje na reklamu

Sales Advertising Response Models

Petr Mariel

Politická ekonomie, 1998, vol. 1998, issue 5

Abstract: This paper surveys dynamic models in the field of advertising. After a brief introduction to the differential game theory some sales-advertising response models are described. These models are organised under five headings: Vidale-Wolfe generalisations, Lanchester-type models, Leitmann models, Excess advertising models and Combined models. This up-to date review of the existing literature in this field compares specification of models, analysed optimal strategies and obtained results.

Date: 1998
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DOI: 10.18267/j.polek.256

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