A Comment on "Solving the Marketing Mix Problem in Computer Networks

The author comments on his paper, written with D. H. Gensch and titled "Solving the Marketing Mix Problem Using Geometric Programming," published in the October 1974 issue of "Management Science." The author explains how the marketing mix problem was solved in the original paper. A new method by J. E. Falk, however, suggests a modification to the author's original work. Falk's procedure leads to globally optimal solutions to signomial functionals, rather than only locally optimal solutions. The new method involves a branch and bound procedure.