文章基本信息

标题：A fuzzy mixed integer programming for marketing planning
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作者：Abolfazl Danaei ; Mohammad Hemmati ; Ghazaleh Naseri Kohneshahri 等
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2014
卷号：4
期号：3
页码：493-496
DOI：10.5267/j.msl.2014.1.019
出版社：Growing Science
摘要：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.
关键词：Marketing planning; GIS system; Mixed integer programming; IPHONE