Capitalizing on Game Theory for Optimal Marketing Decision in Service Industry: Evidence From Telecommunication Industry in Nigeria

This article aims to capitalize on game theoretic techniques for optimal service marketing decision based existing literature review. The study collated relevant and reviewed the relationship that exists between theory mix—product, price, place, promotion within Telecommunication industry. Using techniques—prisoner’s dilemma, Cournot model, Bertrand quasi-game Stackelberg model making decisions—the shows there is a consensus among scholars facilitate product, pricing, promotion, distribution in In addition, an integrated mix was developed support this study.