@article{36573396fe3846cfaeeebdcea8eeaa28,
title = "Optimal advertising pulsation policies: A dynamic programming approach",
keywords = "Advertising, Dynamic programming, Marketing, Optimization",
author = "Mesak, \{H I\} and H Zhang",
note = "H I Mesak H Zhang This study formulates and solves an advertising pulsation problem for a monopolistic firm using dynamic programming (DP). The firm aims at maximising profit through an optimal allocation of the advertising budget in terms of rectangular pulses over a finite planning horizon.",
year = "2001",
month = nov,
doi = "10.1057/palgrave.jors.2601219",
language = "English",
volume = "52",
pages = "1244--1255",
journal = "Journal of the Operational Research Society",
issn = "0160-5682",
number = "11",
}