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Advertising Strategies in a Dynamic Oligopoly

Advertising Strategies in a Dynamic Oligopoly The author uses a dynamic model of oligopolistic advertising competition, in which competitors are assumed to make a series of single-period advertising decisions with salvage values attached to achieved sales in each period, as the foundation for empirical analysis of the competitive situation involving the three largest ready-to-eat cereal manufacturers, Kellogg, General Mills, and the Post Division of Philip Morris’ General Foods. The primary insight of the author's empirical analysis is that General Mills places a higher future value on achieved sales than do the other competitors in the market. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

Advertising Strategies in a Dynamic Oligopoly

Journal of Marketing Research , Volume 32 (2): 5 – May 1, 1995

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References (16)

Publisher
SAGE
Copyright
© 1995 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224379503200210
Publisher site
See Article on Publisher Site

Abstract

The author uses a dynamic model of oligopolistic advertising competition, in which competitors are assumed to make a series of single-period advertising decisions with salvage values attached to achieved sales in each period, as the foundation for empirical analysis of the competitive situation involving the three largest ready-to-eat cereal manufacturers, Kellogg, General Mills, and the Post Division of Philip Morris’ General Foods. The primary insight of the author's empirical analysis is that General Mills places a higher future value on achieved sales than do the other competitors in the market.

Journal

Journal of Marketing ResearchSAGE

Published: May 1, 1995

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