Optimal Advertising and Promotion Budgets in Dynamic Markets with Brand Equity as a Mediating Variable
| Year of publication: |
[2006]
|
|---|---|
| Authors: | Sriram, S. |
| Other Persons: | Kalwani, Manohar U. (contributor) |
| Publisher: |
[2006]: [S.l.] : SSRN |
| Subject: | Markov-Kette | Markov chain | Marketingmanagement | Marketing management | Verkaufsförderung | Sales promotion | Betriebliche Budgetierung | Corporate budgeting | Operations Research | Operations research | Markenimage | Brand image |
| Description of contents: |
We study the optimal leve ...
|
| Extent: | 1 Online-Ressource (41 p) |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Classification: | C22 - Time-Series Models ; C51 - Model Construction and Estimation ; C61 - Optimization Techniques; Programming Models; Dynamic Analysis ; C73 - Stochastic and Dynamic Games ; M31 - Marketing ; M37 - Advertising |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012779847