Game theory approaches to find optimal marketing decisions are considered. Antagonistic games with and without complete information, and non-antagonistic games techniques are applied to paired comparison, ranking, or rating data for a firm and its competitors in the market. Mix strategy, equilibrium in bi-matrix games, bargaining models with Shapley and Nash solutions are presented in examples from the market research field. The approaches considered are very convenient and can substantially enrich both theoretical and practical applications of game theory in marketing and advertising research. (Contains 5 tables and 1 figure.)