English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

This chapter considers an optimal control model to obtain dynamic promotional policies for a product considering a segmented market where first-time and additional repeat purchase sales are assumed to be generated through mass and differentiated promotions. Mass promotion is carried out in the whole market which reaches each segment with a fixed spectrum, and differentiated promotion is catered to each segment individually. The firm’s finite promotional resources are to be allocated for promoting a product at mass and segment levels of the market in a finite time period. The formulated control problem obtains optimal promotional effort policy for each segment using the maximum principle. The applicability of the proposed control model is illustrated through a numerical example by discretizing the model.

Optimal Control Promotional Policy for a New Product Incorporating Repeat Purchase in Segmented Market: A Control Theoretic Approach