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...

Computer systems play an increasingly important role in modern enterprises. Such systems represent a major investment, and their performance has major effects on profitability, utilization and user satisfaction. Much effort is therefore directed at the efficient management of these systems, and...

Comment on "Solving the `Marketing Mix' Problem using Geometric Programming" (Management Sci., Vol. 21, No. 2, October 1974, pp. 160-171.).

A source repeatedly communicates a message through a channel so as to persuade a decision-maker to take a favorable action. The decision-maker observes the environment, the message and his cumulative learning experience and stochastically goes through a sequence of information processing states...

Philip Kotler is a name synonymous with the development of marketing as an academic discipline and operational practice over the last three decades. He has published not only the classical texts on the subject, like Marketing Management, but in recent times has added radical new interpretations,...

Firms are constantly exhorted to become more market driven. However, our study of 25 pioneering companies (e.g. Body Shop, IKEA, Tetra Pak) whose success has been based on radical business innovation indicates that such companies are better described as market driving. While market driven...