| 一种新的广告-销售动态模型 |
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| 引用本文： | 钱世超,朱邦毅.一种新的广告-销售动态模型[J].华东理工大学学报(自然科学版),1988(6). |
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| 作者姓名： | 钱世超 朱邦毅 |
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| 作者单位： | 华东化工学院管理工程系
(钱世超)，华东化工学院管理工程系(朱邦毅) |
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| 摘 要： | 从市场销售学的角度出发,分析了广告投资、广告效应与产品销售的关系,建立了文题模型。讨论了该模型的有关性质,提供了模型参数的估计方法,并附实例。
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| 关 键 词： | 管理科学 模型构造 广告 预测 市场销售 |
A new dynamic advertising-sales responding model |
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| Qian Shichao Zhu Bangyi.A new dynamic advertising-sales responding model[J].Journal of East China University of Science and Technology,1988(6). |
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| Authors: | Qian Shichao Zhu Bangyi |
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| Institution: | Department of Management Engineering |
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| Abstract: | This paper presents a new dynamic model in advertising, which is established from the marketing point of view. We consider that the demand for the output of an individual firm or of an industry depends on goodwill which we suppose summarizes the effects of current and past advertising expenditures. It has been proved in the paper that the model is the nonlinear extension of the Vidle-Wolfe advertising model. |
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| Keywords: | management science model construction advertisement prediction marketing |
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