Firms frequently utilize multiple communications instruments as part of their marketing campaign. Interactions between these instruments suggest that firms should apply Integrated Marketing Communications (IMC) to benefit from the synergies. We review different IMC models and then present a...

Advertising efforts mainly aim to build broader brand image and increase sales. In the online context, widely-successful sponsored search advertising (SSA), which predominantly employs performance-based schemes (e.g., pay-per-click), has been largely treated as a direct-selling mechanism. Recent...

The term platform economy refers to a business practice in which online retailers serve as transaction platforms that connect upstream suppliers with downstream buyers. Each transaction platform has a traditional retail channel where a supplier can sell products indirectly to customers. In...

Managing product availability in a cost effective way has always been a major challenge faced by inventory managers. We study the problem of a firm selling a perishable product with short-term demand patterns and a long-term service target using the newsvendor framework. The newsvendor...

This paper considers an optimal control problem for the dynamics of the Nerlove-­Arrow advertising model, the optimal control being the rate of advertising expenditure required to maximize the present value of net profit streams (or, sales) over a finite horizon subject to a budget constraint....

Several nonlinear stochastic models are developed for a dynamic profit-maximizing firm with respect to its price and (possibly) advertising decisions under threat of entry. The optimal price ­advertising policies for these models are characterized by the use of the Maximum Principle. While the...

With the boom of e-commerce, express delivery has been increasingly regarded as a bottleneck and key factor for achieving success. Additionally, whether to include such express delivery service or not is an important yet outstandingly unsolved problem for online retailers. In this regard, this...

Managing customer satisfaction in a cost effective way has always been a major challenge faced by inventory managers. We study the problem of a newsvendor selling a perishable product with short-term demand patterns and a long-term service target. The newsvendor determines his long-term order at...