Channel sharing is an important marketing strategy for giant retailers who sell their own store brands and resell national brands for cooperative manufacturers simultaneously. To expand their market and increase profitability, national brand manufacturers may consider entering the online market...

A nearly explicit feedback Stackelberg-Nash equilibrium is obtained in a dynamic distribution channel consisting of a manufacturer and two competing asymmetric retailers engaged in promoting the manufacturer's product to be sold through the retailers. The manufacturer decides on its support for...

In this paper, motivated from a real problem faced by an online Virtual Reality (VR) platform provider, we study a personalized advertisement assignment problem. In this platform users log in/out and change their virtual locations. A number of advertisers are willing to pay for ad locations to...

Television (TV), the predominant advertising medium, is being transformed by the micro-targeting capabilities of set-top boxes (STBs). Accordingly, this paper uses a proprietary, household-level, single source data set to develop a second-by-second show and advertisement viewing model, using...

This paper considers the monetization of online marketplaces. These platforms trade-off fees from advertising with commissions from product sales. While featuring advertised products can make search less efficient (lowering transaction commissions), it incentivizes sellers to compete for better...

A maximum principle for a class of discrete systems with lags is established constructively within the framework of discrete optimal control theory. An application of the maximum principle to a problem in advertising concludes the paper.PDF Version: Sethi, S.P. and Burdet, C.-A., "On the Maximum...

In the face of demand uncertainty, a monopolist can observe sales as a controlled reaction to its price and advertising so as to improve the choice of this marketing mix in the future. Furthermore, to upgrade its knowledge about demand the firm has the option to invest in external market...

Firms frequently utilize multiple communications instruments as part of their marketing campaign. Interactions between these instruments suggest that firms should apply Integrated Marketing Communications (IMC) to benefit from the synergies. We review different IMC models and then present a...

Over the last two decades, differential game (DG) models have been used extensively to study such issues in dynamic environments as competitive advertising and pricing for new products in the marketing literature, capacity investments in the energy industry, government's subsidy policy in new...