Optimal Resource Allocation with Time-varying Marketing Effectiveness, Margins and Costs
نویسندگان
چکیده
منابع مشابه
Optimal Resource Allocation with Time-varying Marketing Effectiveness, Margins and Costs
The importance of optimal marketing communications mix decisions is well-recognized by both marketing scholars and practitioners. A significant volume of work has addressed the problem of dynamic marketing mix optimization assuming constant effectiveness of marketing instruments. However, the effectiveness of marketing communications varies over time for a variety of reasons. Moreover, due to f...
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ژورنال
عنوان ژورنال: Journal of Interactive Marketing
سال: 2012
ISSN: 1094-9968
DOI: 10.1016/j.intmar.2011.05.001