Media planning and preferences: a fuzzy goal programming model

Q4 Business, Management and Accounting

International Journal of Multicriteria Decision Making Pub Date : 2015-08-19 DOI:10.1504/IJMCDM.2015.071246

C. Colapinto, D. Torre

引用次数: 3

Abstract

Goal programming (GP) and its variants are well-known aggregating methodologies for solving multi-objective decision aid processes and they have been widely applied to marketing problems in the last decades. In this paper, we present a fuzzy GP model with integer variables for media planning. The proposed model is applied to a real case study concerning a marketing/media campaign for a mature product in Italy.

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媒介规划与偏好:一个模糊目标规划模型

目标规划(GP)及其变体是解决多目标决策辅助过程的众所周知的聚合方法，在过去的几十年里，它们被广泛应用于营销问题。本文提出了一种具有整数变量的媒体规划模糊GP模型。提出的模型被应用于一个真实的案例研究，涉及意大利成熟产品的营销/媒体活动。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Multicriteria Decision Making Business, Management and Accounting-Strategy and Management

CiteScore

0.70

自引率

0.00%

发文量

期刊介绍： IJMCDM is a scholarly journal that publishes high quality research contributing to the theory and practice of decision making in ill-structured problems involving multiple criteria, goals and objectives. The journal publishes papers concerning all aspects of multicriteria decision making (MCDM), including theoretical studies, empirical investigations, comparisons and real-world applications. Papers exploring the connections with other disciplines in operations research and management science are particularly welcome. Topics covered include: -Artificial intelligence, evolutionary computation, soft computing in MCDM -Conjoint/performance measurement -Decision making under uncertainty -Disaggregation analysis, preference learning/elicitation -Group decision making, multicriteria games -Multi-attribute utility/value theory -Multi-criteria decision support systems and knowledge-based systems -Multi-objective mathematical programming -Outranking relations theory -Preference modelling -Problem structuring with multiple criteria -Risk analysis/modelling, sensitivity/robustness analysis -Social choice models -Theoretical foundations of MCDM, rough set theory -Innovative applied research in relevant fields