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 | |
| 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 |
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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
TY - GEN
T1 - Selection of digital marketing channels
T2 - Application of modern portfolio theory
AU - Frausto-da-silva, Tomás
AU - Grilo, António
AU - Machado, Virgílio António Cruz
N1 - Sem PDF.
PY - 2015
Y1 - 2015
N2 - 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
AB - 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
UR - http://www.scopus.com/inward/record.url?scp=84946017420&partnerID=8YFLogxK
U2 - 10.1007/978-3-662-47200-2_62
DO - 10.1007/978-3-662-47200-2_62
M3 - Conference contribution
SN - 9783662471999
VL - 349
T3 - Lecture Notes in Electrical Engineering
SP - 585
EP - 597
BT - Industrial Engineering, Management Science and Applications 2015
PB - Springer-Verlag
ER -