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Working Papers (2002), ESSEC Business School

Dynamique des ventes et stratégies publicitaires concurrentielles

In this paper, a selective survey of differential games advertising applications is made. Using continuous time dynamic models of sales, the competitive advertising strategies are analyzed in duopoly market. In this first part, the advertising strategies derived from excess advertising, Vidale-Wolfe and Lanchester models are respectively studied. In the second part, extensions using a combination of these generic models are developed. Doing so, the methodological contribution of differential games to competitive advertising issues is emphasized.

EL OUARDIGHI, F. (2002). Dynamique des ventes et stratégies publicitaires concurrentielles. ESSEC Business School.