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Internet Marketing Budget Allocation: From Practitioner'S Perspective

Author

Listed:
  • LAN ZHAO

    (Department of Mathematics and Computer Information Sciences, SUNY-Old Westbury, Old Westbury, NY 11568, USA)

  • JISHAN ZHU

    (School of Business, SUNY-Old Westbury, Old Westbury, NY 11568, USA)

Abstract

Consider a firm promotes its products through several Internet media with a fixed Internet marketing budget and models the budget allocation decisions as a competitive game, in which each firm formulates its own optimization model that is influenced by the competitors' moves as well. One challenge to the application of such model in practice is how to deal with asymmetric information. In this paper, we discuss several issues that are often asked by the practitioners that are related to dealing with asymmetric information. Among them are (1) how accurate of the estimated model used by the firm is good enough in the absence of other firms' strategy information; and (2) what the indicators are that currently used model becomes outdated.

Suggested Citation

  • Lan Zhao & Jishan Zhu, 2010. "Internet Marketing Budget Allocation: From Practitioner'S Perspective," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 9(05), pages 779-797.
    • Handle: RePEc:wsi:ijitdm:v:09:y:2010:i:05:n:s0219622010004020
    DOI: 10.1142/S0219622010004020
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    References listed on IDEAS

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    1. Prajit K. Dutta, 1999. "Strategies and Games: Theory and Practice," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262041693, December.
    2. Patrizia Daniele, 2006. "Dynamic Networks and Evolutionary Variational Inequalities," Books, Edward Elgar Publishing, number 3516.
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    Cited by:

    1. Robin Gubela & Artem Bequé & Stefan Lessmann & Fabian Gebert, 2019. "Conversion Uplift in E-Commerce: A Systematic Benchmark of Modeling Strategies," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 18(03), pages 747-791, May.
    2. Gubela, Robin & Bequé, Artem & Gebert, Fabian & Lessmann, Stefan, 2018. "Conversion uplift in e-commerce: A systematic benchmark of modeling strategies," IRTG 1792 Discussion Papers 2018-062, Humboldt University of Berlin, International Research Training Group 1792 "High Dimensional Nonstationary Time Series".
    3. Kafferine Yamagishi & Lanndon Ocampo & Dharyll Prince Abellana & Reciel Ann Tanaid & Ann Myril Tiu & Maria Esther Medalla & Egberto Selerio & Chrisalyn Go & Rey Cesar Olorvida & Amalia Maupo & Deariel, 2021. "The impact of social media marketing strategies on promoting sustainability of tourism with fuzzy cognitive mapping: a case of Kalanggaman Island (Philippines)," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(10), pages 14998-15030, October.

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