Beltran-Royo, C.; Zhang, H.; Blanco, L.A.; Almagro, J. - In: European Journal of Operational Research 225 (2013) 1, pp. 179-188
We propose and analyze an effective model for the Multistage Multiproduct Advertising Budgeting problem. This model optimizes the advertising investment for several products, by considering cross elasticities, different sales drivers and the whole planning horizon. We derive a simple procedure...