Variable-Sum Game Models of Marketing Problems
Open Access
- 1 May 1967
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 4 (2) , 173-183
- https://doi.org/10.1177/002224376700400209
Abstract
Constrained and unconstrained models of a variable-sum market game characterizing the problem of television programming are developed. Solutions are obtained through the introduction of a nonresponding pseudo-firm which turns the game into a constant-sum one. The relative values of competitive and noncompetitive models are then discussed.Keywords
This publication has 3 references indexed in Scilit:
- A Simple Model for Determining Advertising AppropriationsJournal of Marketing Research, 1965
- Advertising Expenditures in Coupled Markets— A Game-Theory ApproachManagement Science, 1965
- Game-Theory Models in the Allocation of Advertising ExpendituresOperations Research, 1958