Advertising strategies for new product diffusion in emerging markets: Propositions and analysis

European Journal of Operational Research

Volumn 204, Issue 3, 2010, Pages 648-661

  Swami, Sanjeev ^a   Dutta, Arindam ^b  

^a DAYALBAGH EDUCATIONAL INSTITUTE   (India)

^b INDIAN INSTITUTE OF TECHNOLOGY KANPUR   (India)

Author keywords

Advertising; Diffusion; International marketing; Optimal control

Indexed keywords

ADVERTISING STRATEGY; BEFORE AND AFTER; EMERGING MARKETS; INDIAN MARKET; INTERNATIONAL MARKETING; MARKET POTENTIAL; NEW PRODUCT; NUMERICAL EXAMPLE; OPTIMAL CONTROL PROBLEM; OPTIMAL CONTROLS; PRODUCT ADOPTION; SECONDARY CHANNELS;

DIFFUSION; MARKETING; OPTIMIZATION;

COMMERCE;

EID: 75149170021     PISSN: 03772217     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ejor.2009.11.009     Document Type: Article

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