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

Stapleton, Drew M.; Hanna, Joe B.; Markussen, Dan
June 2003
American Business Review;Jun2003, Vol. 21 Issue 2, p54
Academic Journal
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.


Related Articles

  • SUPPLY CHAIN NETWORK DESIGN PROBLEM FOR A NEW MARKET OPPORTUNITY IN AN AGILE MANUFACTURING SYSTEM. Babazdeh, Reza; Razmi, Jafar; Ghodsi, Reza // Knowledge Horizons / Orizonturi ale Cunoasterii;2012, Vol. 4 Issue 1/2, p53 

    The characteristics of today's competitive environment, such as the speed with which products are designed, manufactured, and distributed and the need for higher responsiveness and lower operational cost, are forcing companies to search for innovative ways to do business. The concept of agile...

  • New breed to exploit 30 years of computer-based marketing science. Robinson, Patrick J. // Marketing News;11/16/1979, Vol. 13 Issue 10, p1 

    The article emphasizes the need for developing techniques and tools for marketing science based on the American Marketing Association's report "Linear Programming and Electronics Applied to Marketing Problems." The marketing decision maker can exploit modern computer technology in private...

  • Estimating Total Factor Productivity Using Parametric, Nonstochastic Cost Frontiers. Serot, David E. // Journal of Productivity Analysis;Nov1993, Vol. 4 Issue 4, p407 

    The standard approach to measuring total factor productivity can produce biased results if the data arc drawn from a market that is not in long-run competitive equilibrium. This article presents a methodology for adjusting data on output and variable inputs to the values they would have if the...

  • Possible Modifications of the Multiple Criteria Assignment Method. Borovička, Adam // AUCO Czech Economic Review;2013, Vol. 7 Issue 1, p55 

    The paper introduces the multiple criteria decision making method using one of basic problems of linear programming as its computational principle; thus, the algorithm is based on the assignment problem enabling the assignment of alternatives and rank. The known basic algorithm of the assignment...

  • A deterministic model for deteriorating items with displayed inventory level dependent demand rate incorporating marketing decisions with transportation cost. Bhunia, A. K.; Shaikh, Ali Akbar // International Journal of Industrial Engineering Computations;Jul2011, Vol. 2 Issue 3, p547 

    This paper deals with an inventory model, which considers the impact of marketing strategies such as pricing and advertising as well as the displayed inventory level on the demand rate of the system. In addition, the demand rate during the stock-out period differs from that during the stock-in...

  • A Column Generation Algorithm for Choice-Based Network Revenue Management. Bront, Juan José Miranda; Méndez-Díaz, Isabel; Vulcano, Gustavo // Operations Research;May2009, Vol. 57 Issue 3, p769 

    During the past few years, there has been a trend to enrich traditional revenue management models built upon the independent demand paradigm by accounting for customer choice behavior. This extension involves both modeling and computational challenges. One way to describe choice behavior is to...

  • Solving market split problems with heuristical lattice reduction. Vogel, Heiko // Annals of Operations Research;Jun2012, Vol. 196 Issue 1, p581 

    The market sharing problem was proposed by M. Dawande and G. Cornuéjols (INFORMS J. Comput. 11, ) to compare the performance of linear integer programming algorithms. Haibo Wang (Manuscript No. 251, Annuals of Operations Research, ) examined some hard instances of these problems and reported...

  • Location and quality selection for new facilities on a network market. Suárez-Vega, Rafael; Santos-Peñate, Dolores; Dorta-González, Pablo // Annals of Regional Science;Mar2014, Vol. 52 Issue 2, p537 

    In this paper, the problem of determining the location and quality of new facilities in a network market is analyzed. Customers make their choice according to an attraction function, which is directly proportional to the facility quality level and decreasing with respect to the distance between...

  • Mispricing and Optimal Time on the Market. Asabere, Paul K.; Huffman, Forrest E.; Mehdian, Seyed // Journal of Real Estate Research;Winter93, Vol. 8 Issue 1, p149 

    Abstract. This study is an empirical examination of the relationship between pricing and optimal time on the market (TOM). First, estimates of optimal TOMs for our data set are generated using a linear programming model. Next, a workable measure of pricing is provided based on predicted listing...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics