Optimal Investment And Marketing Strategies
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A01=Ilona Murynets
Author_Ilona Murynets
Category=KJD
Category=KJMV7
Category=KJQ
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New Service Diffusion
New service substitution
Post-Production Service Contracts
Technologically Innovative Services
Product details
- ISBN 9789814383264
- Publication Date: 27 Jan 2012
- Publisher: World Scientific Publishing Co Pte Ltd
- Publication City/Country: SG
- Product Form: Hardback
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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.
