Goal programming (GP) and its variants are well-known aggregating methodologies for solving multi-objective decision aid processes and they have been widely applied to marketing problems in the last decades. In this paper, we present a fuzzy GP model with integer variables for media planning. The proposed model is applied to a real case study concerning a marketing/media campaign for a mature product in Italy.
Media planning and preferences : a fuzzy goal programming model / C. Colapinto, D. La Torre. - In: INTERNATIONAL JOURNAL OF MULTICRITERIA DECISION MAKING. - ISSN 2040-1078. - 5:3(2015 Aug), pp. 167-181. [10.1504/IJMCDM.2015.071246]
Media planning and preferences : a fuzzy goal programming model
D. La Torre
2015
Abstract
Goal programming (GP) and its variants are well-known aggregating methodologies for solving multi-objective decision aid processes and they have been widely applied to marketing problems in the last decades. In this paper, we present a fuzzy GP model with integer variables for media planning. The proposed model is applied to a real case study concerning a marketing/media campaign for a mature product in Italy.
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