Keyword advertising and dynamic pricing: an integrated model and its application to an online market place
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
Hamburg
Kovač
2015
|
| Schriftenreihe: | Schriftenreihe QM
37 |
| Schlagworte: | |
| Online-Zugang: | Ausführliche Beschreibung Inhaltsverzeichnis |
| Beschreibung: | XXV, 253 S. Ill., graph. Darst. |
| ISBN: | 9783830080008 383008000X |
Internformat
MARC
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| 245 | 1 | 0 | |a Keyword advertising and dynamic pricing |b an integrated model and its application to an online market place |c Thomas Görtz |
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| 653 | |a Marketing | ||
| 653 | |a Dynamic Pricing | ||
| 653 | |a Keyword Advertising | ||
| 653 | |a Revenue Management | ||
| 653 | |a Online Marketing | ||
| 653 | |a Wirtschaftsinformatik | ||
| 653 | |a Online Market Place | ||
| 653 | |a Search Engine Marketing | ||
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS
LIST OF FIGURES XI
LIST OF TABLES XII
INTRODUCTION XIX
MOTIVATION AND OBJECTIVE XIX
OUTLINE XXII
I BACKGROUND 1
1 KEYWORD ADVERTISING 3
1.1 HISTORY OF KEYWORD ADVERTISING 4
1.2 DEFINITION AND CLASSIFICATION
6
1.3 PARTICIPANTS AND GOALS
8
1.3.1 INTERNET USERS 8
1.3.2 ADVERTISER 12
2 DYNAMIC PRICING 21
2.1 DEFINITION AND CLASSIFICATION 22
2.2 DYNAMIC PRICING IN THE IT AND INTERNET ERA 24
2.3 CONDITIONS FOR APPLICATION 25
VII
HTTP://D-NB.INFO/106087864X
CONTENTS
3 LITERATURE REVIEW 29
3.1 KEYWORD ADVERTISING IN LITERATURE 29
3.2 DYNAMIC PRICING IN LITERATURE 32
3.3 JOINT ADVERTISING AND DYNAMIC PRICING IN LITERATURE 34
II JOINT KEYWORD ADVERTISING AND DYNAMIC PRICING MODEL 37
4 MODEL DESCRIPTION AND APPLICATIONS 39
5 CORE MODELS 47
5.1 GENERAL ASSUMPTIONS 47
5.2 THE SINGLE PRODUCT PROBLEM 49
5.2.1 STOCHASTIC PROGRAM 49
5.2.2 OPTIMALITY CONDITIONS 51
5.2.3 MODEL SPECIFIC SOLUTIONS 54
5.3 THE MULTIPLE PRODUCTS PROBLEM 63
5.3.1 STOCHASTIC PROGRAM 63
5.3.2 MODEL EXTENSIONS 65
5.3.3 OPTIMALITY CONDITIONS 68
6 APPROXIMATION MODELS 73
6.1 DETERMINISTIC MODEL 73
6.1.1 MODEL 74
6.1.2 SOLUTION TO THE SINGLE PRODUCT PROBLEM 75
6.1.3 UPPER BOUND THEOREM 83
6.1.4 ASYMPTOTIC OPTIMALITY OF TWO TYPES OF BUDGET AND
INVENTORY CONTROL POLICIES 84
. 6.2 PROBABILISTIC MODEL WITH OPTIMIZED INVENTORY CONTROL .... 91
VIII
CONTENTS
6.2.1 MODEL 92
6.2.2 APPLICATIONS 93
III SIMULATION STUDY 99
7 SIMULATION ENVIRONMENT 101
7.1 DISCRETE EVENT SIMULATION 102
7.2 DEMAND FUNCTIONS 106
7.2.1 CLICK-THROUGHS 107
7.2.2 PURCHASE DECISION 116
7.3 THE SIMULATOR 117
7.3.1 DEMAND MODULE 118
7.3.2 BUDGET AND INVENTORY CONTROL MODULE 121
7.3.3 FORECAST MODULE 123
7.3.4 OPTIMIZATION MODULE 124
7.3.5 RESULT CALCULATION MODULE 125
8
EXPERIMENTS 127
8.1 THE VALUE OF AN INTEGRATED MODEL 128
8.1.1 THE SINGLE PRODUCT CASE WITH ISOELASTIC CLICK RATE AND
EXPONENTIAL PURCHASE RATE 128
8.1.2 THE MULTIPLE PRODUCTS CASE WITH EXPONENTIAL CLICK
AND PURCHASE RATES 144
8.2 THE REVENUE IMPACT OF DIFFERENT DEMAND CONTROL POLICIES . . 155
8.3 THE VALUE OF TAKING INTO ACCOUNT UNCERTAINTY IN DEMAND . . 162
8.3.1 NUMERICAL EXAMPLES WITH POISSON DEMAND 163
8.3.2 NUMERICAL EXAMPLES WITH ERLANG DEMAND 172
9 CONCLUSION AND OUTLOOK
IX
177
CONTENTS
9.1 SUMMARY AND CONCLUSION 178
9.2 OUTLOOK 186
A FIELD EXPERIMENT 189
A.L DESIGN AND DATA DESCRIPTION 189
A.2 RESULTS 191
B PROOFS 193
B.L THEOREM 5.1 193
B.2 PROPOSITION 5.2 194
B.3 PROPOSITION 6.1 195
B.4 PROPOSITION 6.2 198
B.5 THEOREM 6.4 200
B.6 THEOREM 6.5 202
C SIMULATION RESULTS DATA 205
C.L THE VALUE OF AN INTEGRATED MODEL 205
C.2 THE REVENUE IMPACT OF DIFFERENT DEMAND CONTROL POLICIES . . 231
C.3 THE VALUE OF TAKING INTO ACCOUNT UNCERTAINTY IN DEMAND . . 233
X
|
| any_adam_object | 1 |
| author | Görtz, Thomas |
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| bvnumber | BV042561375 |
| ctrlnum | (OCoLC)904461631 (DE-599)DNB106087864X |
| dewey-full | 658.81601519703 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-search | 658.81601519703 |
| dewey-sort | 3658.81601519703 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Thesis Book |
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| spelling | Görtz, Thomas Verfasser (DE-588)1068724250 aut Keyword advertising and dynamic pricing an integrated model and its application to an online market place Thomas Görtz Hamburg Kovač 2015 XXV, 253 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Schriftenreihe QM 37 Zugl.: Mainz, Univ., Diss., 2014 Preisdifferenzierung (DE-588)4208940-2 gnd rswk-swf Dynamische Optimierung (DE-588)4125677-3 gnd rswk-swf Preispolitik (DE-588)4047118-4 gnd rswk-swf Simulation (DE-588)4055072-2 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Marketing Dynamic Pricing Keyword Advertising Revenue Management Online Marketing Wirtschaftsinformatik Online Market Place Search Engine Marketing (DE-588)4113937-9 Hochschulschrift gnd-content Online-Marketing (DE-588)7706419-7 s Preispolitik (DE-588)4047118-4 s Preisdifferenzierung (DE-588)4208940-2 s Dynamische Optimierung (DE-588)4125677-3 s Simulation (DE-588)4055072-2 s DE-604 Schriftenreihe QM 37 (DE-604)BV017090113 37 X:MVB text/html http://www.verlagdrkovac.de/978-3-8300-8000-8.htm Ausführliche Beschreibung DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027995062&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Görtz, Thomas Keyword advertising and dynamic pricing an integrated model and its application to an online market place Schriftenreihe QM Preisdifferenzierung (DE-588)4208940-2 gnd Dynamische Optimierung (DE-588)4125677-3 gnd Preispolitik (DE-588)4047118-4 gnd Simulation (DE-588)4055072-2 gnd Online-Marketing (DE-588)7706419-7 gnd |
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| title | Keyword advertising and dynamic pricing an integrated model and its application to an online market place |
| title_auth | Keyword advertising and dynamic pricing an integrated model and its application to an online market place |
| title_exact_search | Keyword advertising and dynamic pricing an integrated model and its application to an online market place |
| title_full | Keyword advertising and dynamic pricing an integrated model and its application to an online market place Thomas Görtz |
| title_fullStr | Keyword advertising and dynamic pricing an integrated model and its application to an online market place Thomas Görtz |
| title_full_unstemmed | Keyword advertising and dynamic pricing an integrated model and its application to an online market place Thomas Görtz |
| title_short | Keyword advertising and dynamic pricing |
| title_sort | keyword advertising and dynamic pricing an integrated model and its application to an online market place |
| title_sub | an integrated model and its application to an online market place |
| topic | Preisdifferenzierung (DE-588)4208940-2 gnd Dynamische Optimierung (DE-588)4125677-3 gnd Preispolitik (DE-588)4047118-4 gnd Simulation (DE-588)4055072-2 gnd Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Preisdifferenzierung Dynamische Optimierung Preispolitik Simulation Online-Marketing Hochschulschrift |
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