TITLE

Marketing Strategy Optimization: Using Linear Programming to Establish an Optimal Marketing Mixture

AUTHOR(S)
Stapleton, Drew M.; Hanna, Joe B.; Markussen, Dan
PUB. DATE
June 2003
SOURCE
American Business Review;Jun2003, Vol. 21 Issue 2, p54
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Examines the use of linear programming to establish an optimal marketing mixture. Application of operations management techniques to assist marketing managers in determining the optimal marketing mix for a company engaged in exporting to several countries; Managerial implications.
ACCESSION #
10099815

 

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