This paper proposes a tool to control cooperative advertising which increases the goodwill of companies operating in a competitive market. We introduce the lag between advertising exposure and customer reaction in the goodwill dynamics evolved a la Nerlove-Arrow. As a result, we obtain a cooperative differential game with immediate and delayed effects of control variables for which we investigate the optimal solution. We examine the role the pre-coalition programmes and the length of delayed response in generating goodwill. (C) 2019 Elsevier B.V. All rights reserved.
Page:
178---184
Related
Batch download
Cited By
noting
Similar Literature
Submit Feedback
Please wait while the file you selected is being converted