A normative model of market response to sales force activities

✍ Scribed by René Y. Darmon

• Publisher: Elsevier Science
• Year: 1987
• Tongue: English
• Weight: 775 KB
• Volume: 32
• Category: Article
• ISSN: 0377-2217
• DOI: 10.1016/s0377-2217(87)80009-7

✦ Synopsis

This paper outlines a procedure to estimate optimal salesmen's call policies generating the highest long-run profits over an infinite planning horizon. This procedure is based on a simple model of market responses to sales calls, which accounts for the main characteristics of sales call responses such as carryover effects, minimum spacing, forgetting and decreasing responses after some no-activity period. In a sample application, the optimal call policy (under no salesforce time constraint) led to an estimate of the optimal sales force workload.