Selection of digital marketing channels: Application of modern portfolio theory

Research output: Chapter in Book/Report/Conference proceedingConference 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 languageEnglish
Title of host publicationIndustrial Engineering, Management Science and Applications 2015
PublisherSpringer-Verlag
Pages585-597
Number of pages13
Volume349
ISBN (Print)9783662471999
DOIs
Publication statusPublished - 2015
EventInternational Conference on Industrial Engineering, Management Science and Applications, ICIMSA 2015 - Tokyo, Japan
Duration: 26 May 201528 May 2015

Publication series

NameLecture Notes in Electrical Engineering
Volume349
ISSN (Print)18761100
ISSN (Electronic)18761119

Conference

ConferenceInternational Conference on Industrial Engineering, Management Science and Applications, ICIMSA 2015
CountryJapan
CityTokyo
Period26/05/1528/05/15

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  • Cite this

    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