Changing market conditions and advertising strategies: Theory and evidence

Journal of the Operational Research Society

Volumn 49, Issue 1, 1998, Pages 42-51

  Mesak, H I ^a   Darrat, A F ^a  

^a LOUISIANA TECH UNIVERSITY   (United States)

Author keywords

Advertising; Econometrics; Game theory; Marketing

Indexed keywords

COMPETITION; GAME THEORY; INDUSTRIAL ECONOMICS; MATHEMATICAL MODELS; OPTIMIZATION; PARAMETER ESTIMATION; SENSITIVITY ANALYSIS;

ECONOMETRICS; LANCHESTER MODEL;

MARKETING;

EID: 0031672344     PISSN: 01605682     EISSN: 14769360     Source Type: Journal    
DOI: 10.1057/palgrave.jors.2600476     Document Type: Article

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