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Scientific journal Vestnik NSUEM

2014 year, number 2

OPTIMIZATION OF STRUCTURE OF COMMUNICATION COSTS

I.A. Bykadorov1, M.V. Pudova2
1Sobolev Institute of Mathematics SB RAS, Academician Koptyuga ave., 4, Novosibirsk, Novosibirsk Region, 630090
2Novosibirsk State University of Economics and Management, Kamensky street, 56, Novosibirsk, Novosibirsk Region, 630099
Keywords: marketing communication costs, advertising, sales promotion, optimum control, marketing

Abstract

Single-period linear dynamic marketing model is examined. Obtaining of optimal value of share of advertising costs in the overall structure of communication costs is the goal of the research. Dependence of optimal structure of communication costs on proportion of market factors (parameters), influencing the sales process negatively and/or positively, is defined.