IJPAM: Volume 54, No. 4 (2009)
INFLUENCE IN MARKETING: A MATHEMATICAL MODEL



Bar-Ilan University
Ramat-Gan, 52900, ISRAEL
e-mail: merzbach@macs.biu.ac.il

Netanya, ISRAEL
e-mail: picard.jacques@uquam.ca
Abstract.The number of mathematical models measuring ``Word-of-Mouth" influence in marketing has been quite limited so far. The authors propose a new model based on the theory of branching processes that provides a framework for the computation of the effect of specific marketing communication. It also takes into account ``spin-off" referrals. This model measures Word-of-Mouth impact on marketing and also permits to compute the probability of exhaustion of new customers at a specific given time.
Received: May 25, 2009
AMS Subject Classification: 90B60
Key Words and Phrases: Word-of-Mouth, advertising, mathematical model, branching process, communication, marketing
Source: International Journal of Pure and Applied Mathematics
ISSN: 1311-8080
Year: 2009
Volume: 54
Issue: 4