Nerlove-Arrow’s model is a starting point for some practical and theoretical studies in Marketing. Here we want to give our point of view on this growing and exciting field of research. First of all we present the Nerlove-Arrow’s linear model of goodwill evolution under advertising investment. Then we provide a sketch of a variety of problems which are based on it, recalling the different mathematical tools which are needed to discuss, and possibly solve them. We present some key problems in the panorama of the optimal control and differential games applications to advertising and mention some relevant literature, dating after 1994.
Linear models and advertising
BURATTO, ALESSANDRA;GROSSET, LUCA;VISCOLANI, BRUNO
2005
Abstract
Nerlove-Arrow’s model is a starting point for some practical and theoretical studies in Marketing. Here we want to give our point of view on this growing and exciting field of research. First of all we present the Nerlove-Arrow’s linear model of goodwill evolution under advertising investment. Then we provide a sketch of a variety of problems which are based on it, recalling the different mathematical tools which are needed to discuss, and possibly solve them. We present some key problems in the panorama of the optimal control and differential games applications to advertising and mention some relevant literature, dating after 1994.
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