Pregledni rad
System of marketing deciding support based on game theory
Gordana Dukić
Davorin Turkalj
Mate Sesar
Sažetak
Quantitative methods and models can be applied in numerous spheres of marketing deciding. The choice of
optimal strategy in product advertising is one of the problems that the marketing-management often meets.
The use of models developed within the framework of game theory makes significantly easier to find out the
solutions of conflict situations that appear herewith. The system of deciding support presented in this work
is based on the supposition that two opposed sides take part in the game. With the aim of deciding process
promotion, the starting model incorporates computer simulation of percentile changes in the market share
that represent elements of payment matrix. The supposition is that the random variables that represent
them follow the normal division. It is necessary to carry out the evaluation of their parameters because of
relevant data. Information techniques, computer and the adequate program applications take the special
position in solving and analysis of the suggested model. This kind of their application represents the basic
characteristic of the deciding support system.
Ključne riječi
System of support decision; marketing-management; game theory; parameters of normal division; relevant data; computer simulation
Hrčak ID:
42718
URI
Datum izdavanja:
10.12.2008.
Posjeta: 3.124 *