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Mathematical Models in Marketing

Author

Listed:
  • Shiv K. Gupta

    (University of Pennsylvania, Philadelphia, Pennsylvania)

  • K. S. Krishnan

    (University of Pennsylvania, Philadelphia, Pennsylvania)

Abstract

For a marketing situation, mathematical models are developed expressing the relation between net revenue and the variables that affect it. These models are extensions of the ones discussed by Mills, and Krishnan and Gupta. Mills assumed that each competitor has only one controllable variable, viz., promotional effort. Krishnan and Gupta obtained equilibrium solutions for two competitors, each having two controllable variables. This paper deals with multicompetitors and discusses four models when the market potential is independent of both price and promotional effort and when it is dependent on either or both of the controllable variables.

Suggested Citation

  • Shiv K. Gupta & K. S. Krishnan, 1967. "Mathematical Models in Marketing," Operations Research, INFORMS, vol. 15(6), pages 1040-1050, December.
    • Handle: RePEc:inm:oropre:v:15:y:1967:i:6:p:1040-1050
    DOI: 10.1287/opre.15.6.1040
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    Cited by:

    1. M. M. Metwally, 1973. "Australian Advertising Expenditure and its Relation to Demand," The Economic Record, The Economic Society of Australia, vol. 49(2), pages 290-299, June.
    2. Mesak, Hani I. & Bari, Abdullahel & Luehlfing, Michael S. & Han, Fei, 2015. "On modeling the advertising-operations interface under asymmetric competition," European Journal of Operational Research, Elsevier, vol. 240(1), pages 278-291.
    3. Gary M. Erickson, 2009. "Advertising Competition in a Dynamic Oligopoly with Multiple Brands," Operations Research, INFORMS, vol. 57(5), pages 1106-1113, October.
    4. Erickson, Gary M., 2009. "An oligopoly model of dynamic advertising competition," European Journal of Operational Research, Elsevier, vol. 197(1), pages 374-388, August.

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