Direct marketing of an event under hazards of customer saturation and forgetting

DOI10.1007/S10479-020-03723-4zbMATH Open1455.90100OpenAlexW3045846545MaRDI QIDQ827282FDOQ827282

Authors: Konstantin Kogan, Avi Herbon, Beatrice Venturi 

Publication date: 7 January 2021

Published in: Annals of Operations Research (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1007/s10479-020-03723-4

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zbMATH Keywords

maximum principleshooting algorithmdirect marketingonetime event advertising

Mathematics Subject Classification ID

Marketing, advertising (90B60)

Cites Work

• Recent developments in dynamic advertising research
• Feature Article—Aggregate Advertising Models: The State of the Art
• Determining the optimal direct mailing frequency
• A nonhomogeneous hidden Markov model of response dynamics and mailing optimization in direct marketing
• Mailing Decisions in the Catalog Sales Industry
• Monte Carlo analysis of estimation methods for the prediction of customer response patterns in direct marketing
• Optimal advertising with a continuum of goods
• Feedback Stackelberg equilibrium strategies when the private label competes with the national brand
• Using genetic algorithms to optimize nearest neighbors for data mining
• Dynamic bidding strategies in search-based advertising

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