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Titolo:
OPTIMAL PULSING IN AN ADVERTISING DIFFUSION-MODEL
Autore:
FEICHTINGER G; NOVAK A;
Indirizzi:
VIENNA UNIV TECHNOL,INST ECONOMETR OR & SYST THEORY A-1040 VIENNA AUSTRIA UNIV VIENNA,INST STAT OR & COMPUTAT METHODS A-1010 VIENNA AUSTRIA
Titolo Testata:
Optimal control applications & methods
fascicolo: 4, volume: 15, anno: 1994,
pagine: 267 - 276
SICI:
0143-2087(1994)15:4<267:OPIAAD>2.0.ZU;2-O
Fonte:
ISI
Lingua:
ENG
Keywords:
OPTIMAL CONTROL; ADVERTISING BY WORD OF MOUTH; STABLE LIMIT CYCLE; HOPF BIFURCATION; DIFFUSION MODEL;
Tipo documento:
Note
Natura:
Periodico
Settore Disciplinare:
CompuMath Citation Index
Science Citation Index Expanded
Science Citation Index Expanded
Citazioni:
23
Recensione:
Indirizzi per estratti:
Citazione:
G. Feichtinger e A. Novak, "OPTIMAL PULSING IN AN ADVERTISING DIFFUSION-MODEL", Optimal control applications & methods, 15(4), 1994, pp. 267-276

Abstract

Empirical evidence indicates that a given moderate number of ads per year may achieve higher effect when concentrated in flights than when spread equally. In the control-theoretic literature a few approaches have been developed for which the optimal policy is a pulsing schedule. The present communication analyses a two-state diffusion advertising model for repeat purchasing. Recognizing the interaction between customers and potential buyers, the optimal advertising policy turns out tobe a persistent periodic oscillation. This provides a further interesting example in marketing for the existence of a stable limit cycle.

ASDD Area Sistemi Dipartimentali e Documentali, Università di Bologna, Catalogo delle riviste ed altri periodici
Documento generato il 29/11/20 alle ore 14:41:13