Optimal Marketing Strategies over Social Networks


March 25, 2008


Mukund Sundararajan


Stanford University


How can a monoplist seller use social network effects to increase revenue earned? We identify a family of strategies called ‘influence and exploit’ strategies that are easy to implement, easy to optimize over and approximately optimal.

Based on a paper that will appear in WWW 08. This was work, jointly with Jason Hartline and Vahab Mirrokni (MSR Redmond), while Mukund was an intern at MSR.


Mukund Sundararajan

Mukund Sundararajan is a graduate student in computer science at Stanford University. Besides studying auctions, he is interested in identifying principles for designing secure systems. He is co-advised by John Mitchell and Tim Roughgarden.