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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 4 Issue 3 pp. 493-496 , 2014

A fuzzy mixed integer programming for marketing planning Pages 493-496 Right click to download the paper Download PDF

Authors: Abolfazl Danaei, Mohammad Hemmati, Ghazaleh Naseri Kohneshahri

Keywords: IPHONE, GIS system, Marketing planning, Mixed integer programming

Abstract: 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 & apos; 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.

How to cite this paper
Danaei, A., Hemmati, M & Kohneshahri, G. (2014). A fuzzy mixed integer programming for marketing planning.Management Science Letters , 4(3), 493-496.

Refrences
Anderson, L. M., & Taylor, R. L. (1995). McCarthy & apos; s 4PS: Timeworn or time-tested?. Journal of Marketing Theory and Practice, 3(3), 1-9.

McCarthy, Jerome E. (1960). Basic Marketing. A Managerial Approach. Homewood, IL: Richard D. Irwin.

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Journal: Management Science Letters | Year: 2014 | Volume: 4 | Issue: 3 | Views: 2363 | Reviews: 0

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