Take Action

Home | Faculty & Research Overview | Research

Research Details

Solving the 'Marketing Mix' Problem Using Geometric Programming, Management Science

Abstract

This paper investigates the optimal allocation of the marketing budget within the marketing-mix decision variables so that sales (or profit) is maximized in a planning horizon. Since the influence of marketing mix variables upon sales are, in reality, nonlinear and interactive, a geometric programming algorithm is used that solves this problem. A procedure to estimate a functional of sales on the marketing mix and environmental variables utilizing the experienced judgments of the firm's executives and the raw data is provided. The derived functional is later optimized by the Geometric Programming algorithm under a constraint set consisting of budget and strategy restrictions imposed by a firm's marketing environment, and conditions under which the optimal solution is either local or global are identified. An empirical application for a large midwestern brewery is provided which utilizes and illustrates both the estimation an optimization procedures.

Type

Article

Author(s)

Bala Balachandran

Date Published

1975

Citations

Balachandran, Bala. 1975. Solving the 'Marketing Mix' Problem Using Geometric Programming. Management Science. 21(2): 161-171.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more

Take Action