Optimal Investment and Marketing Strategies - Murynets, Ilona (World Scientific, 2012)
1. Introduction; 1.1 Motivation; 1.2 Contribution; 1.3 Organization of the Book; 2. Literature Review; 2.1 New Service Diffusion; 2.2 Service Pricing in Monopoly; 2.3 Service Pricing in Duopoly; 2.4 Optimal Investment and Pricing Strategies for Performance-Based Post-Production Service Contracts; 3. Migration of Customers and Targeting Customers for Marketing Campaigns; 3.1 Overview; 3.2 Model; 3.3 Case Study; 3.4 Practical Implications and Conclusions; 4. Optimal Service Pricing (Single-Period Model); 4.1 Overview; 4.2 Optimal Pricing in Monopoly (Single-Period Model)
4.3 Optimal Pricing in Duopoly (Single-Period Model)5. Optimal New Service Pricing in Monopoly (Dynamic Model); 5.1 Overview; 5.2 Model and Optimal Pricing Strategy; 5.3 Numerical Illustration; 5.4 Conclusions; 6. Optimal New Service Pricing in Duopoly (Dynamic Model); 6.1 Model; 6.2 Nash Equilibrium; 6.3 Numerical Examples; 6.3.1 Example 1; 6.3.2 Example 2; 6.3.3 Example 3; 6.3.4 Example 4; 6.4 Conclusions; 7. Optimal Investment and Pricing Strategies for Post-Production Service Contracts; 7.1 Overview; 7.2 Model; 7.2.1 Model Assumptions; 7.3 Optimization; 7.4 Numerical Example
7.5 Conclusions8. Conclusions; Bibliography
Over the past decade, innovative technologies have resulted in an extensive growth of new services. Each new service requires a number of management and marketing decisions to be made well in advance of its launch and throughout its entire life cycle. This book develops mathematical models to facilitate decision-making dealing with technologically innovative services. Specifically, it develops (i) models for optimal pricing strategies of subscription services on monopolistic and duopolistic markets; (ii) an analytical model for optimal investment and optimal pricing strategies for innovative m