Optimal Investment and Marketing Strategies

Ilona Murynets

• 13 januari 2012
• 9789814452076

Samenvatting:

Over the past decade, innovative technologies have resulted in an extensive growth of new services. Each new service requires a number of management and marketing decisions to be made well in advance of its launch and throughout its entire life cycle.

This book develops mathematical models to facilitate decision-making dealing with technologically innovative services. Specifically, it develops (i) models for optimal pricing strategies of subscription services on monopolistic and duopolistic markets; (ii) an analytical model for optimal investment and optimal pricing strategies for innovative maintenance service contracts; and (iii) a model for targeting customers in marketing campaigns. In addition, the models (i)–(iii) can also be used to forecast an aggregate demand for a new service as well as the service demand for each individual customer.Contents:IntroductionLiterature ReviewMigration of Customers and Targeting Customers for Marketing CampaignsOptimal Service Pricing (Single-Period Model)Optimal New Service Pricing in Monopoly (Dynamic Model)Optimal New Service Pricing in Duopoly (Dynamic Model)Optimal Investment and Pricing Strategies for Post-Production Service Contracts
Readership: Professionals, academics and graduate students in operations management, systems engineering, optimization & control theory, and mathematical modeling.