Summary
Most marketing planning models have carry-over effects in which one period’s decisions influence the results obtained in future periods. It is shown that failure to allow for the carry-over effect beyond the planning horizon can result in underallocation of resources and in biases of the timing pattern of resource expenditure. For a wide class of market planning models, a procedure is developed to take into account this long-term effect. The distortion and the procedure are illustrated in an example.
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© 1976 Springer-Verlag Berlin Heidelberg
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Weinberg, C.B. (1976). Dynamic Correction in Marketing Planning Models. In: Mathematical Models in Marketing. Lecture Notes in Economics and Mathematical Systems, vol 132. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-51565-1_70
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DOI: https://doi.org/10.1007/978-3-642-51565-1_70
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-07869-2
Online ISBN: 978-3-642-51565-1
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