Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If you need an accessible version of this item please contact JSTOR User Support

Offensive and Defensive Marketing: Closed-Loop Duopoly Strategies

Gary M. Erickson
Marketing Letters
Vol. 4, No. 4 (Oct., 1993), pp. 285-295
Published by: Springer
Stable URL: http://www.jstor.org/stable/40216310
Page Count: 11
  • Download ($43.95)
  • Cite this Item
If you need an accessible version of this item please contact JSTOR User Support
Offensive and Defensive Marketing: Closed-Loop Duopoly Strategies
Preview not available

Abstract

A modified Lanchester game is used to develop closed-loop strategies for offensive and defensive marketing expenditures of duopolistic competitors in a market share rivalry. Analysis of the model reveals that • well-defined closed-loop strategies can be developed that show directly the influence of market share on offensive and defensive marketing; • steady state is marked by balance between offensive and defensive marketing expenditures; • defensive marketing is more critical than offensive marketing due to greater risk of loss under deviation from closed-loop strategies. The last result would appear to have particularly important implications for both practice and research.

Page Thumbnails

  • Thumbnail: Page 
[285]
    [285]
  • Thumbnail: Page 
286
    286
  • Thumbnail: Page 
287
    287
  • Thumbnail: Page 
288
    288
  • Thumbnail: Page 
289
    289
  • Thumbnail: Page 
290
    290
  • Thumbnail: Page 
291
    291
  • Thumbnail: Page 
292
    292
  • Thumbnail: Page 
293
    293
  • Thumbnail: Page 
294
    294
  • Thumbnail: Page 
295
    295