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Optimal duration of magazine promotions

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dc.affiliation.dptoUC3M. Departamento de Economía de la Empresaes
dc.contributor.authorEsteban-Bravo, Mercedes
dc.contributor.authorMúgica, Jose M.
dc.contributor.authorVidal-Sanz, Jose M.
dc.date.accessioned2006-11-07T11:18:06Z
dc.date.available2006-11-07T11:18:06Z
dc.date.issued2004-11
dc.description.abstractThe planning of promotions and other marketing events frequently requires manufacturers to make decisions about the optimal duration of these activities. Yet manufacturers often lack the support tools for decision making. We assume that customer decisions at the aggregated level follow a state-dependent Markov process. On the basis of the expected economic return associated with dynamic response to stimuli, we determine the ideal length of marketing events using dynamic programming optimization and apply the model to a complex promotion event. Results suggest that this methodology could help managers in the publishing industry to plan the optimal duration of promotion events
dc.format.extent433302 bytes
dc.format.mimetypeapplication/pdf
dc.identifier.repecwb045417
dc.identifier.urihttps://hdl.handle.net/10016/101
dc.language.isoeng
dc.language.isoeng
dc.relation.hasversionhttp://hdl.handle.net/10016/7325
dc.relation.ispartofseriesWorkings Paper. Bussiness Economics
dc.relation.ispartofseries2004-17
dc.rights.accessRightsopen access
dc.subject.ecienciaEmpresa
dc.titleOptimal duration of magazine promotions
dc.typeworking paper*
dspace.entity.typePublication
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