Optimal promotion planning for a product launch in the presence of word-of-mouth

Marketing managers concern that Word-of-Mouth (WOM) can affect the efficiency of sales promotion policy. Sales promotion might also amplify the strength of WOM which further complicates decision-making. In this study, we deploy an agent-based simulation optimization framework to find an efficient sa...

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Bibliographic Details

Published in:	Journal of retailing and consumer services Vol. 64; p. 102821
Main Authors:	Bigdellou, Saeide, Aslani, Shirin, Modarres, Mohammad
Format:	Journal Article
Language:	English
Published:	Elsevier Ltd 01.01.2022
Subjects:	Agent-based modeling and simulation Sales promotion optimization Word-of -mouth Agent-based modeling and simulation Sales promotion optimization Word-of -mouth
ISSN:	0969-6989, 1873-1384
Online Access:	Get full text
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