search query: @author Tarasewich, P. / total: 2
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| Author: | Nair, S.K. Tarasewich, P. |
| Title: | A model and solution method for multi-period sales promotion design |
| Journal: | European Journal of Operational Research
2003 : NOV, VOL. 150:3, p. 672-687 |
| Index terms: | Algorithms Sales promotion Conjoint analysis Customers |
| Language: | eng |
| Abstract: | This research addresses the optimal design of a series of promotions periodically mailed to potential customers. A model and methodology are presented which maximize the multiple purchases of these customers over time using opinions from both promotion designers and customers. A Genetic Algorithm-based heuristic is developed to effeciently arrive at good promotion designs, and the methodology is applied to a problem using real data. |
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