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150324s2008 xx |||||o 00| ||eng c |
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|a (DE-627)JST050596489
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|a (JST)30133032
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|a DE-627
|b ger
|c DE-627
|e rakwb
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|a eng
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|a Lin, C.
|e verfasserin
|4 aut
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|a Robust Analysis on Promotion Duration for Two Competitive Brands
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|c 2008
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|a Text
|b txt
|2 rdacontent
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|a Computermedien
|b c
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|a Online-Ressource
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|a There are few studies that provide a useful tool or model to determine the promotion duration during the transition state of customers' switching between different brands. This implies that marketing managers usually decide the promotion duration based on their past experiences. The study integrates the Markov chain, entropy, and diffusion theory to model the problem and find a solution. Furthermore, the Taguchi method is also used to capture the uncertain parameters of the model to solve the problem. A numerical example is used to illustrate how the model determines optimal promotion duration.
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|a Copyright 2008 Operational Research Society Ltd
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|a promotion duration
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|a Taguchi method
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|a Markov chain
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|a entropy
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|a diffusion theory
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|a Business
|x Business administration
|x Corporate communications
|x External corporate communications
|x Marketing
|x Branding
|x Brands
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|a Physical sciences
|x Physics
|x Thermodynamics
|x Thermodynamic properties
|x Entropy
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650 |
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|a Economics
|x Economic disciplines
|x Financial economics
|x Finance
|x Financial investments
|x Investment returns
|x Profit taking
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4 |
|a Social sciences
|x Population studies
|x Human populations
|x Persons
|x Consumers
|x Customers
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|a Economics
|x Macroeconomics
|x Aggregate economy
|x Market economics
|x Market share
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|a Mathematics
|x Pure mathematics
|x Probability theory
|x Probabilities
|x Transition probabilities
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|a Business
|x Business operations
|x Commerce
|x Purchasing
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|a Business
|x Business economics
|x Commercial production
|x Production engineering
|x Quality management
|x Quality analysis
|x Taguchi methods
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650 |
|
4 |
|a Business
|x Business administration
|x Human resources
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650 |
|
4 |
|a Philosophy
|x Applied philosophy
|x Philosophy of science
|x Scientific method
|x Experimentation
|x Experiment design
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650 |
|
4 |
|a Business
|x Business administration
|x Corporate communications
|x External corporate communications
|x Marketing
|x Branding
|x Brands
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650 |
|
4 |
|a Physical sciences
|x Physics
|x Thermodynamics
|x Thermodynamic properties
|x Entropy
|
650 |
|
4 |
|a Economics
|x Economic disciplines
|x Financial economics
|x Finance
|x Financial investments
|x Investment returns
|x Profit taking
|
650 |
|
4 |
|a Social sciences
|x Population studies
|x Human populations
|x Persons
|x Consumers
|x Customers
|
650 |
|
4 |
|a Economics
|x Macroeconomics
|x Aggregate economy
|x Market economics
|x Market share
|
650 |
|
4 |
|a Mathematics
|x Pure mathematics
|x Probability theory
|x Probabilities
|x Transition probabilities
|
650 |
|
4 |
|a Business
|x Business operations
|x Commerce
|x Purchasing
|
650 |
|
4 |
|a Business
|x Business economics
|x Commercial production
|x Production engineering
|x Quality management
|x Quality analysis
|x Taguchi methods
|
650 |
|
4 |
|a Business
|x Business administration
|x Human resources
|
650 |
|
4 |
|a Philosophy
|x Applied philosophy
|x Philosophy of science
|x Scientific method
|x Experimentation
|x Experiment design
|x Theoretical Papers
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|
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|a research-article
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1 |
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|a Lin, Y.-T.
|e verfasserin
|4 aut
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0 |
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|i Enthalten in
|t The Journal of the Operational Research Society
|d Taylor & Francis, Ltd.
|g 59(2008), 4, Seite 548-555
|w (DE-627)320465098
|w (DE-600)2007775-0
|x 14769360
|7 nnns
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|g volume:59
|g year:2008
|g number:4
|g pages:548-555
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|u https://www.jstor.org/stable/30133032
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|d 59
|j 2008
|e 4
|h 548-555
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