Methods and Applications in Marketing Management, Public Policy, and Litigation Support
Edited by Natalie Mizik and Dominique M. Hanssens
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.
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