SYSTEM AND METHOD FOR MARKETING MIX OPTIMIZATION FOR BRAND EQUITY MANAGEMENT
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United States of America Patent
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Dec 14, 2012
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Jan 20, 2006
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Abstract
A method of marketing optimization with respect to brand lifetime management formulates a problem of brand equity maximization utilizing Markov Decision Process (MDP) thereby casting brand equity management as a long term regard optimization problem in MDP, The marketing mix is optimized by formulating the mix as actions in MDP and, utilizing historical marketing and transaction data, aspects of the MDP are estimated.
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