Dynamic Marketing Mix Allocation for Long-Term Profitability
نویسنده
چکیده
Dynamic Marketing Mix Allocation for Long-Term Profitability
منابع مشابه
Dynamic Allocation of Pharmaceutical Detailing and Sampling for Long-Term Profitability
T U.S. pharmaceutical industry spent upwards of $18 billion on marketing drugs in 2005; detailing and drug sampling activities accounted for the bulk of this spending. To stay competitive, pharmaceutical managers need to maximize the return on these marketing investments by determining which physicians to target as well as when and how to target them. In this paper, we present a two-stage appro...
متن کاملOptimal 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...
متن کاملJoint optimization of customer segmentation and marketing policy to maximize long-term profitability
With the advent of one-to-one marketing media, e.g. targeted direct mail or internet marketing, the opportunities to develop targeted marketing (customer relationship management) campaigns are enhanced in such a way that it is now both organizationally and economically feasible to profitably support a substantially larger number of marketing segments. However, the problem of what segments to di...
متن کاملHysteresis in Market Response : When is marketing spending an investment ?
Conventional wisdom says that it takes ever increasing marketing budgets and/or lower prices to create sustained growth in sales, which may or may not be profitable in the long run. However, some documented cases and conceptual evidence suggest that marketing spending or prices can exhibit hysteresis in market response, a condition where temporary changes in the marketing mix are associated wit...
متن کاملOptimizing the Marketing Interventions Mix in Intermediate-Term CRM
W provide a fully personalized model for optimizing multiple marketing interventions in intermediateterm customer relationship management (CRM). We derive theoretically based propositions on the moderating effects of past customer behavior and conduct a longitudinal validation test to compare the performance of our model with that of commonly used segmentation models in predicting intermediate-...
متن کامل