A linguistic decision model for promotion mix management solved with genetic algorithms
Fuzzy Sets and SystemsPublished 9 September 2002
Francisco Herrera, López González, Miguel Rodríguez
Citations47
SJR quartileQ1
SJR score0.75
SNIP1.25
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TL;DR
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.
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
Computer ScienceDecision SciencesBusiness, Management and Accounting
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