Multi-product multi-market model for co-ordination of marketing and production decisions
作者:
PRAKASHL. ABAD,
期刊:
International Journal of Systems Science
(Taylor Available online 1989)
卷期:
Volume 20,
issue 11
页码: 2011-2027
ISSN:0020-7721
年代: 1989
DOI:10.1080/00207728908910284
出版商: Taylor & Francis Group
数据来源: Taylor
摘要:
A multi-product multi-market segment optimal control model for coordinating marketing and production decisions in a firm is presented. On the marketing side, the model considers pricing and the rate of advertising expenditure for each product for each market segment as decision (i.e. control) variables. On the production side, the production rate for an individual product is considered as a decision variable. The model assumes that demand for a product in each market segment is subject to seasonal and other exogenous effects. The model includes the following two special cases: (a) single-product multiple-market segments, (b) multiple products having purely exogenous, time-varying demand. The production planning subproblem in the model represents a class of partially singular optimal control problems. A solution procedure using Pontryagin's maximum principle is designed to solve the partially singular control problem. A hierarchical approach is then used in designing the solution procedure for the overall model.
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