Dynamic promotional budgeting and media allocation
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Publication:1303739
DOI10.1016/S0377-2217(97)00315-9zbMath0938.90044MaRDI QIDQ1303739
Gila E. Fruchter, Shlomo Kalish
Publication date: 27 June 2000
Published in: European Journal of Operational Research (Search for Journal in Brave)
Related Items (12)
Multi-criteria media mix decision model for advertising a single product with segment specific and mass media ⋮ DYNAMIC OPTIMAL BUDGET ALLOCATION FOR INTEGRATED MARKETING CONSIDERING PERSISTENCE ⋮ ADVERTISING IN A COMPETITIVE PRODUCT LINE ⋮ Integrated marketing communications in markets with uncertainty and competition ⋮ Recent developments in dynamic advertising research ⋮ Strategic rivalry for market share: a contest theory approach to dynamic advertising competition ⋮ A weapon-target assignment approach to media allocation ⋮ Optimal media planning for multi-products in segmented market ⋮ An MCDM model for media selection in the dual consumer/industrial market ⋮ A chance constraints goal programming model for the advertising planning problem ⋮ Oligopoly pricing and advertising in isoelastic adoption models ⋮ Multi-product dynamic advertisement planning in a segmented market
Cites Work
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- Competitive dynamic advertising. A modification of the Case game
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- Optimizing Advertising Expenditures in a Dynamic Duopoly
- Closed-Loop Advertising Strategies in a Duopoly
- Some Industrial Applications of Military Operations Research Methods
- An Operations-Research Study of Sales Response to Advertising
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