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Brand and Generic Advertising Strategies in a Dynamic Monopoly with Two Brands
Contributions to game theory and management, Tome 2 (2009), pp. 241-250 Cet article a éte moissonné depuis la source Math-Net.Ru

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This paper considers a dynamic monopoly with two brands. It is an extension of the work "Brand and generic advertising strategies in a dynamic duopoly" (Bass, Krishnamurthy , Prasad, Sethi, 2005). A monopolist possessing two brands has to decide how to use both generic and brand advertising for each of his brands in order to maximize his profit. Thus, he needs a method or algorithm that he could use practically. This work offers such an algorithm. A multistage algorithm of a problem solution which is software-programmable have been developed. Symmetric case is analyzed as the example.
Keywords: dynamic monopoly, brand advertising strategy, generic advertising strategy, profit maximization, the Hamilton–Jacobi–Bellman equation, optimal control. 
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     title = {Brand and {Generic} {Advertising} {Strategies} in a {Dynamic} {Monopoly} with {Two} {Brands}},
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Anastasia F. Koroleva; Nikolay A. Zenkevich. Brand and Generic Advertising Strategies in a Dynamic Monopoly with Two Brands. Contributions to game theory and management, Tome 2 (2009), pp. 241-250. http://geodesic.mathdoc.fr/item/CGTM_2009_2_a18/

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