Handbook of Marketing Analytics
Show Less

Handbook of Marketing Analytics

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Edited by Natalie Mizik and Dominique M. Hanssens

Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
Show Summary Details
You do not have access to this content

Chapter 14: Marketing optimization methods

Murali K. Mantrala and Vamsi K. Kanuri

Abstract

We survey the methods, advances, and insights from research and applications pertaining to Marketing Optimization Methods over the past 70 years. Specifically, we classify extant marketing optimization problems into two key typologies based on: (1) the number (“single” or “multiple”) of “sales entities” and marketing input variables involved in the problem, and (2) the nature of the objective function (e.g., static or dynamic). We discuss the modeling and solving of optimization problems that fall under these typologies. In each example, we summarize the problem; the choice variables; the constraints; the sales response model; the objective function; the solution approach/technique; and optimization insights/principles from the solution.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.


Further information

or login to access all content.