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A decision support system for allocation of the marketing budget to products, segments and promotional tools
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Maier, Jens (1989) A decision support system for allocation of the marketing budget to products, segments and promotional tools. PhD thesis, University of Warwick.
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Official URL: http://webcat.warwick.ac.uk/record=b3197384~S15
Abstract
This thesis is concerned with the development of a marketing decision support system (MDSS) assisting in the allocation of the marketing budget to market segments, products, and promotional tools. The concept is illustrated using a case example of a US company operating in the UK ethical pharmaceuticals market with emphasis on marketing to general practitioners.
The thesis is testing approaches to segmenting the GP market, which subsequently lead to the identification of seven market segments. The response to sales force effort, advertising and direct mail is then subjectively estimated for each product and market segment. When the estimates are transformed into a mathematical expression, a model is developed which, when optimised, leads to the allocation of the marketing budget.
This thesis aims to contribute to the marketing literature in two ways. Firstly, it attempts to extend work by Doyle and Saunders (1985) to link segmentation and implementation - allocation of the marketing budget in this case. Secondly, it aims to add to the body of decision support research by including the allocation of resources not only to products and promotional tools but also to market segments.
Item Type: | Thesis (PhD) | ||||
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Subjects: | H Social Sciences > HF Commerce | ||||
Library of Congress Subject Headings (LCSH): | Decision support systems, Marketing -- Finance, Pharmaceutical industry -- Case studies., Market segmentation | ||||
Official Date: | March 1989 | ||||
Dates: |
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Institution: | University of Warwick | ||||
Theses Department: | Warwick Business School | ||||
Thesis Type: | PhD | ||||
Publication Status: | Unpublished | ||||
Supervisor(s)/Advisor: | Doyle, Peter, 1943-2003 | ||||
Format of File: | |||||
Extent: | 334 leaves : illustrations | ||||
Language: | eng |
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