Optimal allocation of competitive marketing efforts revisited

Naert Philippe A

Description

LIBRARY OF THE INSTITUTEMASSACHUSETTS OF TECHNOLOGY i Dewey ALFRED P. SLOAN SCHOOL OF MANAGEMENT OPTIMAL ALLOCATION OF COMPETITIVE MARKETING EFFORTS REVISITED Philippe A. Naert* 557-71 September 1971 MASSACHUSETTS INSTITUTE OF TECHNOLOGY 50 MEMORIAL DRIVE CAMBRIDGE, MASSACHUSETTS 02139 TECH.MASS. INST. I 1971'OCT 5 LIBRARYDEWEY COMPETITIVEOPTIMAL ALLOCATION OF REVISITEDMARKETING EFFORTS "^ Philippe A. Jaert* 551-11 1971September Management,Management, Sloan School of*Assista.it Professor of M.I.T. HOP? no. 7 RECEIVED 1971OCT 6 LIBkakilSI. T.M. ABSTRACT In a recent article in this Journal , Lambin presented an extension of the Dorfman-Steiner theorem to the case of an oligopolistic market. It is demonstrated that the market share optimization rule derived by Lambin is incorrect. A correct formulation is presented, A comparison the absoluteof sales and market share optimization rules yields a relationship between absolute and relative elasticity,advertising previously obtained by Telser and used in the Lambin article. Analogoxis results for price and quality elasticity are also reported. Finally, some problems associated with how Lambin interprets his results are discussed. 5,'-so;i . -- 2 Introduction recent article in this Journal, Jean-Jacques LambinIn a but empirically verified,presents an interesting theoretical, theextension of the Dorfman-Stelner theorem to case of an oligopolistic market .

Sujets

• Marketing
• Mathematical model

Informations

• Publié par: les_archives_du_savoir
• Nombre de lectures: 6
• Langue: English

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