@inbook{f71cb7b5fd56404eb8510a0d0f8f4dbb,
title = "A Dynamic Advertising Game with Market Growth",
abstract = "The paper considers a market in which two firms compete on advertising over time. Each firm can use three types of advertising: offensive advertising which attempts to attract customers from the rival firm, defensive advertising which aims at protecting a firm{\textquoteright}s customer base from the rival{\textquoteright}s attacks, and generic advertising to make industry sales grow. We address questions like: How should a strategy for the simultaneous use of the three types of advertising be designed? How would the resulting time paths of sales look like? The paper studies a differential game played over an infinite time horizon and provides closed-form expressions for equilibrium advertising strategies and sales rate trajectories.",
keywords = "Advertising, Differential game, Lanchester-type model, Market growth",
author = "Steffen J{\o}rgensen and Sigu{\'e}, {Simon Pierre}",
note = "Publisher Copyright: {\textcopyright} 2016, Springer International Publishing Switzerland.",
year = "2016",
doi = "10.1007/978-3-319-39120-5_5",
language = "English",
series = "Dynamic Modeling and Econometrics in Economics and Finance",
pages = "77--91",
booktitle = "Dynamic Modeling and Econometrics in Economics and Finance",
}