A tactical model for resource allocation and its application to advertising budgeting

DOI10.1016/J.EJOR.2004.07.053zbMATH Open1091.90519OpenAlexW2029403290MaRDI QIDQ2575575FDOQ2575575

Paul E. Green, Abba M. Krieger

Publication date: 5 December 2005

Published in: European Journal of Operational Research (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1016/j.ejor.2004.07.053

zbMATH Keywords

decision analysismarketingexpert systems

Mathematics Subject Classification ID

Management decision making, including multiple objectives (90B50) Marketing, advertising (90B60)

Cites Work

• Product Positioning Under Price Competition

Cited In (5)

• Campaign planning in time-indexed model formulations
• Multi-criteria advertisement allocation model of multiple advertisers on a television network
• Space-time budget allocation policy design for viral marketing
• Nonparametric advertising budget allocation with inventory constraint
• A decision support model for selecting product/service benefit positionings

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