Selection of digital marketing channels: Application of modern portfolio theory

Tomás Frausto-da-silva; António Grilo; Virgílio António Cruz Machado

doi:10.1007/978-3-662-47200-2_62

Selection of digital marketing channels: Application of modern portfolio theory

Tomás Frausto-da-silva, António Grilo, Virgílio António Cruz Machado

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

1 Citation (Scopus)

Abstract

This paper proposes the application of Markowitz’s Modern Portfolio Theory to the selection of digital communication channels, in order to attain the finest trade-off between return on investment and risk. Previous application of financial portfolio theory in Marketing, as a means to optimize the portfolio, focused solely on the use of the model in decisions related to product, customer and customer segment, retail format and price promotion portfolios. The authors concluded that the Modern Portfolio Theory may be used as a decision support system in the selection of a company’s Digital Marketing channels or tactics, mutatis mutandis, so to find the share of the communication budget to be allocated to each type of digital channel or tactic

Original language	English
Title of host publication	Industrial Engineering, Management Science and Applications 2015
Publisher	Springer-Verlag
Pages	585-597
Number of pages	13
Volume	349
ISBN (Print)	9783662471999
DOIs	https://doi.org/10.1007/978-3-662-47200-2_62
Publication status	Published - 2015
Event	International Conference on Industrial Engineering, Management Science and Applications, ICIMSA 2015 - Tokyo, Japan Duration: 26 May 2015 → 28 May 2015

Publication series

Name	Lecture Notes in Electrical Engineering
Volume	349
ISSN (Print)	18761100
ISSN (Electronic)	18761119

Conference

Conference	International Conference on Industrial Engineering, Management Science and Applications, ICIMSA 2015
Country	Japan
City	Tokyo
Period	26/05/15 → 28/05/15

Access to Document

10.1007/978-3-662-47200-2_62

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Frausto-da-silva, T., Grilo, A., & Machado, V. A. C. (2015). Selection of digital marketing channels: Application of modern portfolio theory. In Industrial Engineering, Management Science and Applications 2015 (Vol. 349, pp. 585-597). (Lecture Notes in Electrical Engineering; Vol. 349). Springer-Verlag. https://doi.org/10.1007/978-3-662-47200-2_62

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Frausto-da-silva, T, Grilo, A & Machado, VAC 2015, Selection of digital marketing channels: Application of modern portfolio theory. in Industrial Engineering, Management Science and Applications 2015. vol. 349, Lecture Notes in Electrical Engineering, vol. 349, Springer-Verlag, pp. 585-597, International Conference on Industrial Engineering, Management Science and Applications, ICIMSA 2015, Tokyo, Japan, 26/05/15. https://doi.org/10.1007/978-3-662-47200-2_62

Selection of digital marketing channels : Application of modern portfolio theory. / Frausto-da-silva, Tomás; Grilo, António ; Machado, Virgílio António Cruz.

Industrial Engineering, Management Science and Applications 2015. Vol. 349 Springer-Verlag, 2015. p. 585-597 (Lecture Notes in Electrical Engineering; Vol. 349).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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