@article{cb929fe627f0444c9e161c9bb3e9bcb3,
title = "Changing market conditions and advertising strategies: Theory and evidence",
keywords = "Advertising, Econometrics, Game theory, Marketing",
author = "Mesak, \{H I\} and Darrat, \{A F\}",
note = "Using a modified continuous Lanchester model of advertising competition and following a game theoretic approach, this paper investigates analytically the sensitivity of optimal advertising to changes in model parameters in the cases of symmetric and semi-symmetric competition. The theoretical results show that non-dominant firms in both market structures behave similarly whereas the dominant firm in the latter structure behaves considerably differently.",
year = "1998",
month = jan,
doi = "10.1057/palgrave.jors.2600476",
language = "English",
volume = "49",
pages = "42--51",
journal = "Journal of the Operational Research Society",
issn = "0160-5682",
number = "1",
}