The Handling of Goals in Marketing Problems: A Mathematical Approach

Abstract

A market share problem is considered which has only a limited amount of data available, often only assigned attributes, and no quantifiable objective—only a number of goals which may possibly be achieved. The technique of goal programming is employed which builds the situation into a model with an objective and permits solution of this model. The approach is then generalised to show that it is applicable to a variety of problems which arise in marketing and related areas.

Citation

Wilson, J.M. (1975), "The Handling of Goals in Marketing Problems: A Mathematical Approach", Management Decision, Vol. 13 No. 3, pp. 175-180. https://doi.org/10.1108/eb001073