DYNAMIC OPTIMAL BUDGET ALLOCATION FOR INTEGRATED MARKETING CONSIDERING PERSISTENCE

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SHIZHONG AI; RONG DU; QIYING HU;
(2010)
  • Journal: International Journal of Information Technology and Decision Making, volume 9, issue 5, pages 715-736
  • Subject: Budget allocation, dynamic optimal model, marketing

Aiming at forming dynamic optimal integrated marketing policies, we build a budget allocation model considering both current effects and sustained ones. The model includes multiple time periods and multiple marketing tools which interact through a common resource pool a... View more
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