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Preface to Management Science: Marketing Management Models

  • Communication


The papers in this special marketing issue of Management Science relate to three areas of marketing. The first four papers: Multiple-Product Sales Force Allocation Model, CALLPLAN: An Interactive Salesman's Call Planning System, Experience with a Sales Districting Model: Criteria and Implementation, and Allocating Sales Force Effort with Commissions and Quotas address issues arising in the management of a sales force. The next three Optimal Advertising Expenditure, Behavioral Measurement for Marketing Models: Estimating the Effects of Advertising Repetition for Media Planning, and Optimizing Consumer Advertising, Intermediary Advertising and Markup in a Vertical Market Structure deal with advertising decision models. The final two papers A probabilistic Market Model of Purchase Timing and Brand Selection, A Graph Theory Approach to Comparing Consumer Information Processing Models consider models of consumer behavior.

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