Optimal advertising and promotion budgets in dynamic markets with brand equitiy as a mediating variable
Year of publication: |
2007
|
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Authors: | Sriram, S. ; Kalwani, Manohar U. |
Published in: |
Management science : journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0025-1909, ZDB-ID 206345-1. - Vol. 53.2007, 1, p. 46-60
|
Subject: | Verkaufsförderung | Sales promotion | Marketingmanagement | Marketing management | Betriebliche Budgetierung | Corporate budgeting | Markov-Kette | Markov chain | Operations Research | Operations research |
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