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Fusion for ProfitHow Marketing and Finance Can Work Together to Create Value$
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Sharan Jagpal and Shireen Jagpal

Print publication date: 2008

Print ISBN-13: 9780195371055

Published to Oxford Scholarship Online: September 2008

DOI: 10.1093/acprof:oso/9780195371055.001.0001

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How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach

How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach

Chapter:
(p.375) 18 How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach
Source:
Fusion for Profit
Author(s):

Sharan Jagpal (Contributor Webpage)

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780195371055.003.0018

This chapter shows how the firm can make optimal marketing decisions after allowing for the effects of competitive reaction. It considers multiproduct firms, explicitly allow for cost and demand uncertainty, distinguish between different behavioral modes for the firm, and show how the firm should adapt its marketing decisions when new information becomes available to it or to its competitors in the future. In particular, it shows how the firm can use marketing-finance fusion to make optimal decisions after simultaneously allowing for competitive reaction and the arrival of new information.

Keywords:   behavioral modes, competitive reaction, conditional net present value, cooperative equilibrium, game theory, learning curve, nash equilibrium, noncooperative equilibrium, real options, strategic flexibility

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