Game theoretic models of sustainable management in marketing networks

Abstract

Difference and differential Stackelberg games of opinion control on marketing networks are considered. The principal allocates financial resources to the firms for marketing purposes. It is supposed that the structure of a target audience described by a weighted directed graph is already determined in the stage of network analysis, and marketing control actions are applied only to the members of strong subgroups (opinion leaders). Conditions of homeostasis (phase constraints) which reflect the requirements of sustainable management are introduced additionally. The Stackelberg equilibria are found analytically. It is shown that the interests of the principal and the firms are completely compatible.