INTERNET MARKETING BUDGET ALLOCATION: FROM PRACTITIONER'S PERSPECTIVE

Lan Zhao () and Jishan Zhu ()
Additional contact information
Lan Zhao: Department of Mathematics and Computer Information Sciences, SUNY-Old Westbury, Old Westbury, NY 11568, USA
Jishan Zhu: School of Business, SUNY-Old Westbury, Old Westbury, NY 11568, USA

International Journal of Information Technology & Decision Making (IJITDM), 2010, vol. 09, issue 05, 779-797

Abstract: Consider a firm promotes its products through several Internet media with a fixed Internet marketing budget and models the budget allocation decisions as a competitive game, in which each firm formulates its own optimization model that is influenced by the competitors' moves as well. One challenge to the application of such model in practice is how to deal with asymmetric information. In this paper, we discuss several issues that are often asked by the practitioners that are related to dealing with asymmetric information. Among them are (1) how accurate of the estimated model used by the firm is good enough in the absence of other firms' strategy information; and (2) what the indicators are that currently used model becomes outdated.

Keywords: Optimization; budget allocation; asymmetric information (search for similar items in EconPapers)
Date: 2010
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S0219622010004020
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:ijitdm:v:09:y:2010:i:05:n:s0219622010004020

Ordering information: This journal article can be ordered from

DOI: 10.1142/S0219622010004020

Access Statistics for this article

International Journal of Information Technology & Decision Making (IJITDM) is currently edited by Yong Shi

More articles in International Journal of Information Technology & Decision Making (IJITDM) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().