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        Optimal Resource Allocation with Time-varying Marketing Effectiveness, Margins and Costs 

        Raman, Kalyan; Mantrala, Murali K.; Sridhar, Shrihari; Tang, Yihui (Elina) (Elsevier, 2012)
        The importance of optimal marketing communications mix decisions is well-recognized by both marketing scholars and practitioners. A significant volume of work has addressed the problem of dynamic marketing mix optimization ...
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        The Bricks That Build the Clicks: Newsroom Investments and Newspaper Online Performance 

        Tang, Yihui (Elina); Sridhar, Shrihari; Thorson, Esther; Mantrala, Murali K. (Routledge, 2011)
        As the world embraces the Internet for media consumption, the concept of a hybrid newspaper—a printed newspaper with a companion Web site—is becoming more prevalent. Many hope that online advertising revenue (OAR) will ...

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        AuthorMantrala, Murali K. (2)
        Sridhar, Shrihari (2)
        Tang, Yihui (Elina) (2)Raman, Kalyan (1)Thorson, Esther (1)Subjectfinite-horizon optimal control (1)marketing resource allocation (1)media management (1)newspaper (1)online advertising (1)resource allocation (1)sales (1)time-varying marketing costs (1)time-varying marketing effectiveness (1)... View MoreDate Issued2011 (1)2012 (1)Has File(s)Yes (2)

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