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Positioning models in marketing: Toward a normative-integrated model

✍ Scribed by J. S. Johar; M. Joseph Sirgy


Book ID
105040749
Publisher
Springer US
Year
1989
Tongue
English
Weight
657 KB
Volume
3
Category
Article
ISSN
0889-3268

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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 su