A fuzzy mixed integer programming for marketing planning

Danaei, Abolfazl; Hemmati, Mohammad; Kohneshahri, Ghazaleh Naseri
March 2014
Management Science Letters;2014, Vol. 4 Issue 3, p493
Academic Journal
One of the primary concerns to market a product is to find appropriate channel to target customers. The recent advances on information technology have created new products with tremendous opportunities. This paper presents a mixed integer programming technique based on McCarthy's 4PS to locate suitable billboards for marketing newly introduced IPHONE product. The paper considers two types of information including age and income and tries to find the best places such that potential consumers aged 25-35 with high income visit the billboards and the cost of advertisement is minimized. The model is formulated in terms of mixed integer programming and it has been applied for potential customers who live in city of Tabriz, Iran. Using a typical software package, the model detects appropriate places in various parts of the city.


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