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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Veröffentlicht in:	Journal of retailing and consumer services Jg. 64; S. 102821
Hauptverfasser:	Bigdellou, Saeide, Aslani, Shirin, Modarres, Mohammad
Format:	Journal Article
Sprache:	Englisch
Veröffentlicht:	Elsevier Ltd 01.01.2022
Schlagworte:	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-Zugang:	Volltext
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