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Optimal Resource Allocation with Time-varying Marketing Effectiveness, Margins and Costs
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 ...
The Bricks That Build the Clicks: Newsroom Investments and Newspaper Online Performance
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 ...