A linear programming approach for determining optimal advertising policy

DOI10.1093/IMAMAN/DPI039MaRDI QIDQ3379072zbMATHOpenAlexFDO

Authors Wai-Ki Ching, Wai-On Yuen, Michael Ng, Shuqin Zhang

Publication date 6 April 2006

Published in IMA Journal of Management Mathematics (Search for Journal in Brave)

Full work available at URL https://doi.org/10.1093/imaman/dpi039

zbMATH Keywords

linear programmingadvertising modeladvertising wear out phenomenonpulsation advertising policy

Mathematics Subject Classification ID

Marketing, advertising (90B60) Special problems of linear programming (transportation, multi-index, data envelopment analysis, etc.) (90C08)

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