Optimal double control problem for a PDE model of goodwill dynamics

Optimal double control problem for a PDE model of goodwill dynamics We propose a new optimal control model of product goodwill in a segmented market where the state variable behaviour is described by a partial differential equation of the Lotka–Sharp–McKendrick type. In order to maximize the sum of discounted profits over a finite time horizon, we control the marketing communication activities which influence the state equation and the boundary condition. Moreover, we introduce the mathematical representation of heterogeneous electronic word of mouth. Based on the semigroup approach, we prove the existence and uniqueness of optimal controls. Using a maximum principle, we describe a numerical algorithm to find the optimal solution. Finally, we examine several examples on the optimal goodwill model and discover two types of marketing strategies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Mathematical Methods of Operations Research Springer Journals

Optimal double control problem for a PDE model of goodwill dynamics

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Publisher
Springer Berlin Heidelberg
Copyright
Copyright © 2017 by The Author(s)
Subject
Mathematics; Calculus of Variations and Optimal Control; Optimization; Operations Research/Decision Theory; Business and Management, general
ISSN
1432-2994
eISSN
1432-5217
D.O.I.
10.1007/s00186-017-0577-1
Publisher site
See Article on Publisher Site

Abstract

We propose a new optimal control model of product goodwill in a segmented market where the state variable behaviour is described by a partial differential equation of the Lotka–Sharp–McKendrick type. In order to maximize the sum of discounted profits over a finite time horizon, we control the marketing communication activities which influence the state equation and the boundary condition. Moreover, we introduce the mathematical representation of heterogeneous electronic word of mouth. Based on the semigroup approach, we prove the existence and uniqueness of optimal controls. Using a maximum principle, we describe a numerical algorithm to find the optimal solution. Finally, we examine several examples on the optimal goodwill model and discover two types of marketing strategies.

Journal

Mathematical Methods of Operations ResearchSpringer Journals

Published: Feb 22, 2017

References

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