Original paper
A Model of Adaptive Control of Promotional Spending
Abstract
Companies try to conduct their marketing operations so as to respond to changing market conditions. A model of such a process is studied for the case of setting promotion rate. Company sales are functions of promotional spending, but the relation changes with time. An adaptive system is devised that works as follows: Information about sales response is collected by performing an experiment. The experimental results are used to update a sales...
Paper Details
Title
A Model of Adaptive Control of Promotional Spending
Published Date
Dec 1, 1966
Journal
Volume
14
Issue
6
Pages
1075 - 1097
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Notes
History