Open AccessOptimization of the Budget Promotion of an Innovative Product
Author(s) -
Вилисов,
Valeriy Vilisov,
Дворянова,
Anastasia Dvoryanova
Publication year - 2017
Publication title -
russian journal of management
Language(s) - English
Resource type - Journals
eISSN - 2500-1469
pISSN - 2409-6024
DOI - 10.12737/article_5965cdc7b4df24.91144973
Subject(s) - computer science , promotion (chess) , product (mathematics) , process (computing) , operations research , construct (python library) , service (business) , mathematical optimization , industrial engineering , business , marketing , engineering , mathematics , geometry , politics , political science , law , operating system , programming language
The paper considers the problem of effective management of the parameters of the advertising strategy of a moving company, as an important element in promoting a new service. Based on models of the system dynamics of J. Forrester and introduction of F. Bass innovations implemented in the simulation environment AnyLogic, the dependence of the advertising campaign budget on the parameters of the advertising strategy was investigated. Optimization experiments on the simulation model allowed using the methods of experiment planning to construct a polynomial regression model approximating the simulation model. The practical application of the regression model instead of the simulation model simplifies the process of managing the parameters of the advertising strategy of the moving company.