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首页> 外文期刊>European Journal of Operational Research >Optimal dynamic marketing-mix policies for frequently purchased products and services versus consumer durable goods: A generalized analytic approach
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Optimal dynamic marketing-mix policies for frequently purchased products and services versus consumer durable goods: A generalized analytic approach

机译：最佳动态营销 - 混合频繁购买产品和服务的政策与消费者耐用品：广义分析方法

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摘要

This paper deals with the qualitative characterization of optimal pricing and advertising policies together with the optimal ratio of the advertising elasticity of demand to its price elasticity over time. The problem is studied for frequently purchased products and services (FPS) as well as consumer durable goods (CDG) in both monopolistic and duopolistic markets. Demand dynamics, cost learning and discounting of future profits are taken into consideration. In addition, both the open-loop and feedback methodologies are pursued to characterize and compare the derived optimal policies.
机译：本文涉及最优定价和广告政策的定性表征，以及随着时间的推移对其价格弹性的优化比率。 在垄断和多垄市场中，研究了经常购买的产品和服务（FPS）以及消费者持久商品（CDG）的问题。 考虑需求动态，成本学习和未来利润的折扣。 此外，追求开环和反馈方法都旨在表征和比较派生的最佳策略。

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