Research of the difference model of coordination of public and private interests of resource allocation in marketing networks by simulation methods
The article deals with the difference model of coordination of general and private interests in the distribution of resources in marketing networks. The dynamics of a managed system describes the interaction of members of the target audience (base agents), leading to a change in their opinions (spending on the purchase of goods and services of firms competing in a certain market). The gain of each firm includes two components: the total opinion of the base agents, taking into account marketing costs (the common interest for all agents of influence) and the return on investment in some private activity. The Coordinating Center determines the marketing budgets of the firms and maximizes the total opinion of the base agents, taking into account the resources allocated to the firms. The total discounted income of the Center and the agents of influence are found. The results are analyzed and the optimal allocation of resources is concluded.