Rodyti trumpą aprašą

dc.contributor.authorRutkauskas, Aleksandras Vytautas
dc.contributor.authorLapinskaitė, Indrė
dc.contributor.authorStasytytė, Viktorija
dc.contributor.authorUturytė, Laura
dc.contributor.authorMichnevič, Edvard
dc.date.accessioned2023-09-18T18:49:40Z
dc.date.available2023-09-18T18:49:40Z
dc.date.issued2011
dc.identifier.other(BIS)VGT02-000023515
dc.identifier.urihttps://etalpykla.vilniustech.lt/handle/123456789/132341
dc.description.abstractA whole set of problems rises as Marketing portfolio stratum (cluster) forms: measuring the impact of marketing on business development, identifying the assets of marketing portfolio, structuring the interaction of marketing assets, selecting the quantitative models of mentioned interactions, generating the information required quantitative description by expert or other means. Finally, finding the optimal solution conditioned by marketing as complex media opportunities, what is usually done by formulating particularly complex tusk of stochastic programming and creating as often as not quite complex decision methods. The article deals with the situation which can be described in the following way. It is assumed (hat in order to increase marketing contribution, a certain amount of capital is additionally distributed in between 4P elements seeking to achieve optimal additional increase of business results triggered by such investment. Herewith it is aimed to combine for investment the efforts with the possibility in order to spread the obtained increase realization between two segments of customers, with different profit possibilities. Additionally, one more problem appears - how to make the choice between the two creditors when it is possible to evaluate debt service imposed the present value probability distribution of possibilities to each of them.The purpose of situation content is - to find such investment in the 4P mix, sales in A and B segments and loan between the creditor number 1 and 2 proportions which would allow to find the optimum solution, according to a certain composition of the possibility's effectiveness, reliability and subject risk. To find the solutions, Markowitz random field technique proposed by the authors was used.eng
dc.format.extentp. 123-130
dc.format.mediumtekstas / txt
dc.language.isoeng
dc.relation.isreferencedbyConference Proceedings Citation Index - Science (Web of Science)
dc.titleMarketing portfolio as a media for marketing assets interaction to optimize marketing efficiency measured with adequate metric
dc.typeStraipsnis konferencijos darbų leidinyje Web of Science DB / Paper in conference publication in Web of Science DB
dcterms.references31
dc.type.pubtypeP1a - Straipsnis konferencijos darbų leidinyje Web of Science DB / Article in conference proceedings Web of Science DB
dc.contributor.institutionVilniaus Gedimino technikos universitetas
dc.contributor.facultyVerslo vadybos fakultetas / Faculty of Business Management
dc.contributor.facultyFundamentinių mokslų fakultetas / Faculty of Fundamental Sciences
dc.subject.researchfieldS 004 - Ekonomika / Economics
dc.subject.enMarketing portfolio
dc.subject.enMarketing asset
dc.subject.enEfficient surface
dc.subject.enMarkowitz Random field
dcterms.sourcetitleThe 15th World Multi-conference on Systemics, Cybernetics and Informatics: WMSCI 2011. 19-22 July 2011. Orlando, Florida, USA : proceedings: vol. 1
dc.publisher.nameInternational Institute of Informatics and Systemics
dc.publisher.cityOrlando
dc.identifier.doi000392561800023
dc.identifier.elaba3959112


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