haku: @indexterm Sales promotion / yhteensä: 268
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| Tekijä: | Nair, S.K. Tarasewich, P. |
| Otsikko: | A model and solution method for multi-period sales promotion design |
| Lehti: | European Journal of Operational Research
2003 : NOV, VOL. 150:3, p. 672-687 |
| Asiasana: | Algorithms Sales promotion Conjoint analysis Customers |
| Kieli: | eng |
| Tiivistelmä: | 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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