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Die Entwicklung eines agentenbasierten Basismodells zur Bestimmung der deckungsbeitragsmaximierenden Anzahl von Außendienstmitarbeitern

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  • Andreas Klein

Abstract

Optimierungsmodelle führten im Marketing lange Zeit ein eher bescheidenes Dasein. Dies hat sich jedoch durch die Übertragung der Aussagen der Neuen Institutionenökonomik sowie die gestiegenen Rechnerkapazitäten geändert. Mittlerweile können zum Beispiel agentenbasierte Simulationen deutlich einfacher zur Steuerung von Marketing- und Vertriebsaktivitäten eingesetzt werden. Somit können Auswirkungen einer spezifischen Ausgestaltung der Marketing-Instrumente in einem dynamischen Wettbewerbsumfeld bereits im Vorfeld realitätsnah simuliert und im Hinblick auf ihre Wirksamkeit optimiert werden. Ein solches methodisches Vorgehen wird im folgenden Beitrag an einer Problemstellung aus dem Vertrieb verdeutlicht. Anhand eines Basismodells wird gezeigt, dass Entscheidungen zu einer deckungsbeitragsmaximierenden Anzahl von Außendienstmitarbeitern in geeigneter Weise abgebildet werden können. Copyright Springer-Verlag 2011

Suggested Citation

  • Andreas Klein, 2011. "Die Entwicklung eines agentenbasierten Basismodells zur Bestimmung der deckungsbeitragsmaximierenden Anzahl von Außendienstmitarbeitern," Metrika: International Journal for Theoretical and Applied Statistics, Springer, vol. 21(2), pages 189-210, January.
    • Handle: RePEc:spr:metrik:v:21:y:2011:i:2:p:189-210
    DOI: 10.1007/s00187-010-0111-6
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