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A Linguistic Decision Model for Promotion Mix Management Solved with Genetic Algorithms (2000)
| Citations: | 5 - 0 self |
BibTeX
@MISC{Herrera00alinguistic,
author = {F. Herrera and E. Lopez and M.A. Rodriguez},
title = {A Linguistic Decision Model for Promotion Mix Management Solved with Genetic Algorithms},
year = {2000}
}
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Abstract
Promotion activities are those marketing tools that have a fast and direct impact in the target market. Due to this fact, the selection of such activities is an important decision. This contribution attempts to devise a decision process for this problem in conditions of uncertainty, supplying a linguistic decision model for evaluating the satisfaction of the objectives by the potential solutions. The process uses a Genetic Algorithm to find a good solution in promotion selection, such that it will both accomplish the communication objectives of the company and minimise the invested amount. KEYWORDS: Promotion mix, linguistic variables, linguistic decision model, genetic algorithms. 1 INTRODUCTION Promotion may be considered as the process through which an organisation communicates with, and influences, its target market segments with the goal of helping to position its products or services in their desired locations and generating the desired response from the segments. The promoti...
Keyphrases
genetic algorithm linguistic decision model promotion mix management solved marketing tool invested amount promotion mix good solution promotion selection communication objective desired location introduction promotion important decision promotion activity linguistic variable target market potential solution target market segment direct impact decision process
