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

DOI10.1007/S10479-020-03723-4MaRDI QIDQ827282zbMATH OpenOpenAlexFDO

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

zbMATH Keywords

maximum principleshooting algorithmdirect marketingonetime event advertising

Mathematics Subject Classification ID

Marketing, advertising (90B60)

Recommendations

• Advertising an event
• Advertising events in a competitive framework
• Optimal pricing and advertising policies for an entertainment event
• Optimal pricing and advertising policies for a one-time entertainment event
• Optimal dynamic advertising policies for hereditary processes

Cites work

• A nonhomogeneous hidden Markov model of response dynamics and mailing optimization in direct marketing
• Determining the optimal direct mailing frequency
• Dynamic bidding strategies in search-based advertising
• Feature Article—Aggregate Advertising Models: The State of the Art
• Feedback Stackelberg equilibrium strategies when the private label competes with the national brand
• 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
• Recent developments in dynamic advertising research
• Using genetic algorithms to optimize nearest neighbors for data mining

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