Dynamic Marketing Mix Allocation for Long-Term Profitability
نویسندگان
چکیده
منابع مشابه
Dynamic Marketing Mix Allocation for Long-Term Profitability
Dynamic Marketing Mix Allocation for Long-Term Profitability
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T U.S. pharmaceutical industry spent upwards of $18 billion on marketing drugs in 2005; detailing and drug sampling activities accounted for the bulk of this spending. To stay competitive, pharmaceutical managers need to maximize the return on these marketing investments by determining which physicians to target as well as when and how to target them. In this paper, we present a two-stage appro...
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The LTCI market is evolving, and only a small percentage of the potential market has been penetrated. According to the 2000 Insurance Fact Book, published by the American Council of Life Insurers, less than 10 percent of the U.S. population over age 65 has purchased private LTCI. The increasing need for this product improves the prospects for additional tax relief for LTCI purchases, further en...
متن کاملDynamic marketing mix modelling and digital attribution
Digital media attribution aims to identify the combination of online marketing activities and touchpoints contributing to online sales conversion. Given the availability of unique useridentifiers, analysis conventionally traces the actions of single individuals. Traditional media attribution, on the other hand, evaluates the offline sales impact of offline marketing investments. Measurement is ...
متن کاملJoint optimization of customer segmentation and marketing policy to maximize long-term profitability
With the advent of one-to-one marketing media, e.g. targeted direct mail or internet marketing, the opportunities to develop targeted marketing (customer relationship management) campaigns are enhanced in such a way that it is now both organizationally and economically feasible to profitably support a substantially larger number of marketing segments. However, the problem of what segments to di...
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ژورنال
عنوان ژورنال: SSRN Electronic Journal
سال: 2007
ISSN: 1556-5068
DOI: 10.2139/ssrn.1140900