The impact of product quality in a marketing mix model: a dynamic programming approach

The fundamental question in strategic management is how companies achieve and maintain their competitive advantage. Achieving a successful marketing strategy depends on striking a delicate balance between the four “P’s”. In this thesis we first analyse the assumptions of the model of Chenavaz et al. [2020], giving an economic interpretation, and then move on to the search for an optimal solution using dynamic programming, in order to observe that, in the case of a monopoly, our approach is indeed equivalent to that used by the authors.