Advertising Planning : Mathematical Models in Advertising Media Planning
Amsterdam: Elsevier, 1973.
Hardcover. Good with no dust jacket. Item #4953
Library stamps/marks/labels/pocket peel on rear cover, TAPED boards and hinges, wear. Ugly yet still serviceable and solid hardcover.; "The author believes that simulation is the most realistic approach to the media scheduling problem and applies the AD-ME-SIM model to the campaign, as well as discussing linear programming, dynamic programming, marginal analysis and heuristic programming. Flow chart models are used to supplement more precise and concise mathematical models." ; ix, 176 pages.
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See all items by Dennis H. Gensch