Dynamic promotional budgeting and media allocation

European Journal of Operational Research

Volumn 111, Issue 1, 1998, Pages 15-27

  Fruchter, Gila E ^a   Kalish, Shlomo ^b  

^a TECHNION ISRAEL INSTITUTE OF TECHNOLOGY   (Israel)

^b TEL AVIV UNIVERSITY   (Israel)

Author keywords

Competitive strategy; Lanchester model; Multi instrument; Promotional strategy

Indexed keywords

BUDGET CONTROL; COMPETITION; MARKETING; MATHEMATICAL MODELS; RESOURCE ALLOCATION; STRATEGIC PLANNING;

COMPETITIVE STRATEGY; DIFFERENTIAL GAME; LANCHESTER MODEL; PROMOTIONAL STRATEGY;

INDUSTRIAL MANAGEMENT;

EID: 0032210390     PISSN: 03772217     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0377-2217(97)00315-9     Document Type: Article

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