5d'77 Working Paper Alfred P. Sloan School of Management Marketing Multiplier and Marketing Strategy . Simplified Dynamic Decision Rules* Marketing Multiplier and Marketing Strategy Simplified Dynamic Decision Rules* Silk for Helpful Comments
نویسنده
چکیده
For a wide class of empirically tested dynamic marketing response models a heuristic method for the determination of dynamically optimal price and promotion levels is being developed. The future effects of present marketing actions are measured by a marketing multiplier which is partially based on managerial estimates. Very simple dynamic optimality conditions for both single marketing variables and the marketing mix are formulated. The application of the method to a number of empirical models yields interesting insights into realistic magnitudes of the dynamic impact.
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