{"id":"https://openalex.org/W1978355538","doi":"https://doi.org/10.1142/s0219622010004020","title":"INTERNET MARKETING BUDGET ALLOCATION: FROM PRACTITIONER'S PERSPECTIVE","display_name":"INTERNET MARKETING BUDGET ALLOCATION: FROM PRACTITIONER'S PERSPECTIVE","publication_year":2010,"publication_date":"2010-08-27","ids":{"openalex":"https://openalex.org/W1978355538","doi":"https://doi.org/10.1142/s0219622010004020","mag":"1978355538"},"language":"en","primary_location":{"id":"doi:10.1142/s0219622010004020","is_oa":false,"landing_page_url":"https://doi.org/10.1142/s0219622010004020","pdf_url":null,"source":{"id":"https://openalex.org/S207089700","display_name":"International Journal of Information Technology & Decision Making","issn_l":"0219-6220","issn":["0219-6220","1793-6845"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319815","host_organization_name":"World Scientific","host_organization_lineage":["https://openalex.org/P4310319815"],"host_organization_lineage_names":["World Scientific"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Information Technology & Decision Making","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5112122498","display_name":"Lan Zhao","orcid":null},"institutions":[{"id":"https://openalex.org/I138168422","display_name":"SUNY Old Westbury","ror":"https://ror.org/02rrhsz92","country_code":"US","type":"education","lineage":["https://openalex.org/I138168422"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"LAN ZHAO","raw_affiliation_strings":["Department of Mathematics and Computer Information Sciences, SUNY-Old Westbury, Old Westbury, NY 11568, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Mathematics and Computer Information Sciences, SUNY-Old Westbury, Old Westbury, NY 11568, USA","institution_ids":["https://openalex.org/I138168422"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5110112080","display_name":"Jishan Zhu","orcid":null},"institutions":[{"id":"https://openalex.org/I138168422","display_name":"SUNY Old Westbury","ror":"https://ror.org/02rrhsz92","country_code":"US","type":"education","lineage":["https://openalex.org/I138168422"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"JISHAN ZHU","raw_affiliation_strings":["School of Business, SUNY-Old Westbury, Old Westbury, NY 11568, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"School of Business, SUNY-Old Westbury, Old Westbury, NY 11568, USA","institution_ids":["https://openalex.org/I138168422"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I138168422"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":12,"citation_normalized_percentile":{"value":0.19707958,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":98},"biblio":{"volume":"09","issue":"05","first_page":"779","last_page":"797"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9987000226974487,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9987000226974487,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11031","display_name":"Game Theory and Applications","score":0.9941999912261963,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9829999804496765,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/competitor-analysis","display_name":"Competitor analysis","score":0.812870979309082},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.6864652633666992},{"id":"https://openalex.org/keywords/perspective","display_name":"Perspective (graphical)","score":0.6708905100822449},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.5291426777839661},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.5065110921859741},{"id":"https://openalex.org/keywords/budget-constraint","display_name":"Budget constraint","score":0.4391821324825287},{"id":"https://openalex.org/keywords/microeconomics","display_name":"Microeconomics","score":0.3140583634376526},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.30402672290802},{"id":"https://openalex.org/keywords/economics","display_name":"Economics","score":0.27697083353996277}],"concepts":[{"id":"https://openalex.org/C127576917","wikidata":"https://www.wikidata.org/wiki/Q624630","display_name":"Competitor analysis","level":2,"score":0.812870979309082},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.6864652633666992},{"id":"https://openalex.org/C12713177","wikidata":"https://www.wikidata.org/wiki/Q1900281","display_name":"Perspective (graphical)","level":2,"score":0.6708905100822449},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5291426777839661},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5065110921859741},{"id":"https://openalex.org/C8505890","wikidata":"https://www.wikidata.org/wiki/Q605095","display_name":"Budget constraint","level":2,"score":0.4391821324825287},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.3140583634376526},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.30402672290802},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.27697083353996277},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.0},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.0}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.1142/s0219622010004020","is_oa":false,"landing_page_url":"https://doi.org/10.1142/s0219622010004020","pdf_url":null,"source":{"id":"https://openalex.org/S207089700","display_name":"International Journal of Information Technology & Decision Making","issn_l":"0219-6220","issn":["0219-6220","1793-6845"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319815","host_organization_name":"World Scientific","host_organization_lineage":["https://openalex.org/P4310319815"],"host_organization_lineage_names":["World Scientific"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Information Technology & Decision Making","raw_type":"journal-article"},{"id":"pmh:oai:RePEc:wsi:ijitdm:v:09:y:2010:i:05:n:s0219622010004020","is_oa":false,"landing_page_url":"http://www.worldscientific.com/doi/abs/10.1142/S0219622010004020","pdf_url":null,"source":{"id":"https://openalex.org/S4306401271","display_name":"RePEc: Research Papers in Economics","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I77793887","host_organization_name":"Federal Reserve Bank of St. Louis","host_organization_lineage":["https://openalex.org/I77793887"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article"},{"id":"pmh:oai:RePEc:wsi:ijitdm:v:09:y:2010:i:05:p:779-797","is_oa":false,"landing_page_url":"http://www.worldscinet.com/cgi-bin/details.cgi?type=html&id=pii:S0219622010004020","pdf_url":null,"source":{"id":"https://openalex.org/S4306401271","display_name":"RePEc: Research Papers in Economics","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I77793887","host_organization_name":"Federal Reserve Bank of St. Louis","host_organization_lineage":["https://openalex.org/I77793887"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"article"}],"best_oa_location":null,"sustainable_development_goals":[{"display_name":"Partnerships for the goals","score":0.5199999809265137,"id":"https://metadata.un.org/sdg/17"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":24,"referenced_works":["https://openalex.org/W602911405","https://openalex.org/W621309109","https://openalex.org/W1486118835","https://openalex.org/W1497243825","https://openalex.org/W1546523058","https://openalex.org/W1968878057","https://openalex.org/W1968996715","https://openalex.org/W2003341760","https://openalex.org/W2006062995","https://openalex.org/W2008342891","https://openalex.org/W2010010720","https://openalex.org/W2048218920","https://openalex.org/W2053821290","https://openalex.org/W2070808135","https://openalex.org/W2080210651","https://openalex.org/W2082415796","https://openalex.org/W2109183455","https://openalex.org/W2131860027","https://openalex.org/W2136314452","https://openalex.org/W2159741238","https://openalex.org/W2787523326","https://openalex.org/W2799796486","https://openalex.org/W3121430140","https://openalex.org/W4234534407"],"related_works":["https://openalex.org/W2358804928","https://openalex.org/W4225710828","https://openalex.org/W1998528887","https://openalex.org/W2965538880","https://openalex.org/W1601893083","https://openalex.org/W2528370785","https://openalex.org/W4200335562","https://openalex.org/W3122213275","https://openalex.org/W2282407049","https://openalex.org/W2256107152"],"abstract_inverted_index":{"Consider":[0],"a":[1,11,23],"firm":[2,29,96],"promotes":[3],"its":[4,31],"products":[5],"through":[6],"several":[7,66],"Internet":[8,13],"media":[9],"with":[10,58,80],"fixed":[12],"marketing":[14],"budget":[15,19],"and":[16,108],"models":[17],"the":[18,39,47,73,90,95,101,111],"allocation":[20],"decisions":[21],"as":[22,42],"competitive":[24],"game,":[25],"in":[26,52,100],"which":[27],"each":[28],"formulates":[30],"own":[32],"optimization":[33],"model":[34,51,92,117],"that":[35,68,75,114],"is":[36,54,97],"influenced":[37],"by":[38,72,94],"competitors'":[40],"moves":[41],"well.":[43],"One":[44],"challenge":[45],"to":[46,56,78],"application":[48],"of":[49,89,103],"such":[50],"practice":[53],"how":[55,87],"deal":[57],"asymmetric":[59,81],"information.":[60,82],"In":[61],"this":[62],"paper,":[63],"we":[64],"discuss":[65],"issues":[67],"are":[69,76,85,113],"often":[70],"asked":[71],"practitioners":[74],"related":[77],"dealing":[79],"Among":[83],"them":[84],"(1)":[86],"accurate":[88],"estimated":[91],"used":[93,116],"good":[98],"enough":[99],"absence":[102],"other":[104],"firms'":[105],"strategy":[106],"information;":[107],"(2)":[109],"what":[110],"indicators":[112],"currently":[115],"becomes":[118],"outdated.":[119]},"counts_by_year":[{"year":2024,"cited_by_count":3},{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":1},{"year":2020,"cited_by_count":1},{"year":2019,"cited_by_count":4},{"year":2014,"cited_by_count":1}],"updated_date":"2026-06-26T08:34:08.712188","created_date":"2025-10-10T00:00:00"}