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Allocation model for theme park advertising budget

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  • Yoau-Chau Jeng
  • Fei-Rung Chiu

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  • Yoau-Chau Jeng & Fei-Rung Chiu, 2010. "Allocation model for theme park advertising budget," Quality & Quantity: International Journal of Methodology, Springer, vol. 44(2), pages 333-343, February.
    • Handle: RePEc:spr:qualqt:v:44:y:2010:i:2:p:333-343
    DOI: 10.1007/s11135-008-9202-y
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    References listed on IDEAS

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    1. Toker Doganoglu & Daniel Klapper, 2006. "Goodwill and dynamic advertising strategies," Quantitative Marketing and Economics (QME), Springer, vol. 4(1), pages 5-29, March.
    2. Maurice W. Sasieni, 1971. "Optimal Advertising Expenditure," Management Science, INFORMS, vol. 18(4-Part-II), pages 64-72, December.
    3. Vijay Mahajan & Eitan Muller, 1986. "Advertising Pulsing Policies for Generating Awareness for New Products," Marketing Science, INFORMS, vol. 5(2), pages 89-106.
    4. Peter Doyle & John Saunders, 1990. "Multiproduct Advertising Budgeting," Marketing Science, INFORMS, vol. 9(2), pages 97-113.
    5. Thomas L. Saaty, 1990. "An Exposition of the AHP in Reply to the Paper "Remarks on the Analytic Hierarchy Process"," Management Science, INFORMS, vol. 36(3), pages 259-268, March.
    6. Demetrios Vakratsas & Fred M. Feinberg & Frank M. Bass & Gurumurthy Kalyanaram, 2004. "The Shape of Advertising Response Functions Revisited: A Model of Dynamic Probabilistic Thresholds," Marketing Science, INFORMS, vol. 23(1), pages 109-119, April.
    7. Gila E. Fruchter & Shlomo Kalish, 1997. "Closed-Loop Advertising Strategies in a Duopoly," Management Science, INFORMS, vol. 43(1), pages 54-63, January.
    8. Maurice W. Sasieni, 1989. "Optimal Advertising Strategies," Marketing Science, INFORMS, vol. 8(4), pages 358-370.
    9. Fruchter, Gila E. & Kalish, Shlomo, 1998. "Dynamic promotional budgeting and media allocation," European Journal of Operational Research, Elsevier, vol. 111(1), pages 15-27, November.
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    Cited by:

    1. Chao-Chan Wu, 2016. "Constructing a weighted keyword-based patent network approach to identify technological trends and evolution in a field of green energy: a case of biofuels," Quality & Quantity: International Journal of Methodology, Springer, vol. 50(1), pages 213-235, January.

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