A STOCHASTIC-MODEL OF OPTIMAL ADVERTISING PULSING POLICY

被引：4

作者：

ARSHAM, H

机构：

[1] Univ of Baltimore, Baltimore, MD,, USA, Univ of Baltimore, Baltimore, MD, USA

来源：

COMPUTERS & OPERATIONS RESEARCH | 1987年 / 14卷 / 03期

关键词：

DECISION THEORY AND ANALYSIS - PROBABILITY - Random Processes;

D O I：

10.1016/0305-0548(87)90026-8

中图分类号：

TP39 [计算机的应用];

学科分类号：

081203 ; 0835 ;

摘要：

A descriptive model of stochastic sales response to advertising pulsing policy is presented. The prescribed strategy is the maximizer of a discounted profit function which includes the decision maker's attitude towards risk. Markovian assumptions concerning the sales behavior are made and the randomization technique for computing the probabilistic levels of sales is used. Maximum likelihood procedures for the estimation of market parameters are also discussed.

引用

页码：231 / 239

页数：9

共 26 条

[1] MODELING ADVERTISING-SALES RELATIONSHIPS INVOLVING FEEDBACK - A TIME-SERIES ANALYSIS OF 6 CEREAL BRANDS [J].