Impact of Goodwill on Consumer Buying through Advertising in a Segmented Market: An Optimal Control Theoretic Approach
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DOI: 10.3390/axioms12020223
Abstract: Market segmentation is one of the key marketing activities to target the potential market for a product, which allows the firm to have a better understanding of their customers. This paper considers an optimal control… read more here.
Keywords: impact goodwill; advertising; market; segment ... See more keywords