Goal programming approach to marketing/ production planning

Goal programming approach to marketing/ production planning

This article focuses on the need for greater coordination and integration between production and marketing. The potential conflicts between the production and marketing areas are highlighted, and a goal-programming algorithm is developed for dealing with the complex trade-off decisions involved in m...

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Veröffentlicht in:Industrial marketing management 1979-04, Vol.8 (2), p.136-144
Hauptverfasser: Taylor, Bernard W., Anderson, Paul F.
Format: Artikel
Sprache:eng
Schlagworte:
Computer based modeling
Computer programming
Coordination
Integration
Marketing
Marketing management
Mathematical analysis
Mathematical programming
Objectives
Production capacity
Production planning
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Beschreibung
Zusammenfassung:This article focuses on the need for greater coordination and integration between production and marketing. The potential conflicts between the production and marketing areas are highlighted, and a goal-programming algorithm is developed for dealing with the complex trade-off decisions involved in marketing/production planning. The algorithm is applied to a case example to illustrate its use in managerial decision making.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(79)90053-1