Budget allocation for the activities of sales promotion and loyalty program to maximize brand's market share

zbMATH Open1203.90090MaRDI QIDQ3067653FDOQ3067653

Authors: Lung-Fa Wang, Hsiu-Yuan Tsao, Jiann-Fu Lin 

Publication date: 21 January 2011

Full work available at URL: http://pphmj.com/abstract/5180.htm

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zbMATH Keywords

Lagrange multiplier methodbudget allocationsales promotionloyalty programMarkov market share model

Mathematics Subject Classification ID

Applications of Markov chains and discrete-time Markov processes on general state spaces (social mobility, learning theory, industrial processes, etc.) (60J20) Marketing, advertising (90B60)

Cited In (3)

• Dynamic optimal budget allocation for integrated marketing considering persistence
• Optimal advertising and promotion budgets in dynamic markets with brand equity as a mediating variable
• Multi stage promotional resource allocation for segment specific and spectrum effect of promotion for a product incorporating repeat purchase behavior

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