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This paper investigates the optimal allocation of the marketing budget within the marketing-mix decision variables so that sales (or profit) is maximized in a planning horizon. Since the influence of marketing mix variables upon sales are, in reality, nonlinear and interactive, a geometric...
Persistent link: https://www.econbiz.de/10009204388
Computer systems play an increasingly important role in modern enterprises. Such systems represent a major investment, and their performance has major effects on profitability, utilization and user satisfaction. Much effort is therefore directed at the efficient management of these systems, and...
Persistent link: https://www.econbiz.de/10009204623
Comment on "Solving the `Marketing Mix' Problem using Geometric Programming" (Management Sci., Vol. 21, No. 2, October 1974, pp. 160-171.).
Persistent link: https://www.econbiz.de/10009191269
A source repeatedly communicates a message through a channel so as to persuade a decision-maker to take a favorable action. The decision-maker observes the environment, the message and his cumulative learning experience and stochastically goes through a sequence of information processing states...
Persistent link: https://www.econbiz.de/10009197480
This paper deals with the problem of formulating a long-run competitive marketing strategy for a new product introduced into a market with classic growth, seasonal, and merchandising characteristics. The paper is divided into four parts. The first part describes the market model as well as the...
Persistent link: https://www.econbiz.de/10009196857