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題名 | Dynamic Optimal Marketing Strategy=動態最佳行銷策略 |
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作者 | 黃仁宏; |
期刊 | 交大管理學報 |
出版日期 | 19921200 |
卷期 | 12:1 1992.12[民81.12] |
頁次 | 頁63-78 |
分類號 | 496.5 |
語文 | eng |
關鍵詞 | 行銷; 策略; |
中文摘要 | 行銷經理最重的工作之一,就是訂定產品的價格和決定廣告費用。本文提出一個找出最佳行銷組合的方法,分析人員首先可以找出一個模式,此模式可以充分描述變數彼此之間的關係,模式找出來以後,可以利用模擬方法,找出最佳的行銷策略。 |
英文摘要 | One of the most important tasks facing marketing managers is to choose appropriate levels of pricing and advertising expenditure. This paper proposes a time series simulation method to find the optimal marketing mixes. The analyst’s job is first to find a model which adequately describes the relationships among the pertinent variables (e.g., marketing share) and the marketing mixes. After the model is derived, a simulation approach can be employed to find the optimal strategy. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。