Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/114768
Title: DESIGNING OPTIMAL MARKETING MIX STRATEGIES FOR A NEW CONSUMER DURABLE AND PAY-PER-CLICK MARKETING
Authors: ZHANG HAODONG
Keywords: sponsored search advertising, vertical differentiation, bidding strategy, new products, advertising, pricing
Issue Date: 4-Aug-2014
Citation: ZHANG HAODONG (2014-08-04). DESIGNING OPTIMAL MARKETING MIX STRATEGIES FOR A NEW CONSUMER DURABLE AND PAY-PER-CLICK MARKETING. ScholarBank@NUS Repository.
Abstract: IN THE FIRST CHAPTER, I WILL BE EXPLORING THE JOINT OPTIMAL PRICING AND ADVERTISING POLICY FOR THE DIFFUSION OF NEW PRODUCTS. PREVIOUS RESEARCHERS HAVE ATTEMPTED THIS PROBLEM BUT THEIR CHOICE OF DIFFUSION MODELS AND DERIVED SOLUTIONS SUFFER FROM MAJOR SHORT COMINGS. THIS RESEARCH IS THE FIRST TO USE AN EMPIRICALLY VALIDATED DIFFUSION MODEL AND TO YIELD EXPLICIT SOLUTIONS FOR THE JOINT OPTIMAL PRICING AND ADVERTISING POLICIES IN TERMS OF MODEL VARIABLES WITHOUT HAVING TO ASSUME A ZERO DISCOUNT RATE. IN THE SECOND CHAPTER, I WILL BE EXPLORING THE EFFECTS OF ORGANIC SEARCH RESULTS ON THE OPTIMAL BIDDING STRATEGIES FOR ONLINE SPONSORED ADS USING A GAME-THEORETIC FRAMEWORK. IN THE MODEL, WE HAVE A VERTICALLY DIFFERENTIATED MARKET WITH CONSUMERS THAT ARE HETEROGENEOUS IN PRODUCT KNOWLEDGE. MY RESULTS SUGGEST THAT THE POSITION PARADOX (JERATH ET AL. 2011) PHENOMENON CANNOT OCCUR WHEN THE SUPERIOR FIRM HAS AN ACCESSIBLE ORGANIC LINK.
URI: http://scholarbank.nus.edu.sg/handle/10635/114768
Appears in Collections:Ph.D Theses (Open)

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