This article investigates the optimal allocation between offensive and defensive marketing in a dynamic mature market where two firms compete for market share. A modified Lanchester model is used to determine Nash stationary feedback strategies that allow the competitors to adjust their...

The study is part of a larger research of market orientation, which was conducted to build on previous research, and particularly examined the association between market orientation and business performance in a larger market context, using a synthesis model approach. Using the survey approach...

This study investigates the critical factors that support establishing high market share for Internet-based businesses. First it surveys the marketing literature for those factors that have traditionally been recognized to contribute to market share. Advertising, product prices, quality,...