Advertising decisions for a segmented market

DOI10.1080/02331930701763355zbMath1162.90490OpenAlexW2071867566MaRDI QIDQ3632708

Bruno Viscolani

Publication date: 12 June 2009

Published in: Optimization (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1080/02331930701763355

zbMATH Keywords

advertisingmarket segmentationnon-linear programming

Mathematics Subject Classification ID

Applications of mathematical programming (90C90) Nonlinear programming (90C30) Marketing, advertising (90B60)

Related Items (5)

Multi-criteria media mix decision model for advertising a single product with segment specific and mass media ⋮ Pure-strategy Nash equilibria in an advertising game with interference ⋮ Using several advertising media in a homogeneous market ⋮ Multi-period media planning for multi-products incorporating segment specific and mass media ⋮ An advertising game with multiplicative interference

Cites Work

• Equilibrium pricing and advertising strategies in a marketing channel
• Channel coordination over time: Incentive equilibria and credibility
• Advertising a new product in a segmented market
• Advertising channel selection in a segmented market
• A linear programming approach for determining optimal advertising policy
• EFFECTIVENESS OF COOP ADVERTISING PROGRAMS IN COMPETITIVE DISTRIBUTION CHANNELS
• Dynamic Optimal Control Models in Advertising: a Survey
• Dynamic Optimal Control Models in Advertising: Recent Developments
• OPTIMAL CONTROL AND ADVERTISING POLICY

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