Optimal duration of advertising campaigns for successive technology generations using innovation diffusion theory

DOI10.1504/IJOR.2017.10002764zbMath1362.90249MaRDI QIDQ2627835

Udayan Chanda, Remica Aggarwal

Publication date: 31 May 2017

Published in: International Journal of Operational Research (Search for Journal in Brave)

zbMATH Keywords

optimisationmathematical modellingmulti-generation productssuccessive technology generationsadvertising campaignscampaign durationinnovation diffusion theorymulti-product advertisingoptimal duration

Mathematics Subject Classification ID

Marketing, advertising (90B60)

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