TY - JOUR
T1 - A linguistic decision model for promotion mix management solved with genetic algorithms
AU - Herrera, F.
AU - López, E.
AU - Rodríguez, M. A.
PY - 2002/10/1
Y1 - 2002/10/1
N2 - Promotion activities are those marketing tools that have a fast and direct impact in the target market. Due to this fact, the selection of such activities is an important decision. This contribution attempts to devise a decision process for this problem in conditions of uncertainty, supplying a linguistic decision model for evaluating the satisfaction of the objectives by the potential solutions. The process uses a genetic algorithm to find a good solution in promotion selection, such that it will both accomplish the communication objectives of the company and minimise the invested amount.
AB - Promotion activities are those marketing tools that have a fast and direct impact in the target market. Due to this fact, the selection of such activities is an important decision. This contribution attempts to devise a decision process for this problem in conditions of uncertainty, supplying a linguistic decision model for evaluating the satisfaction of the objectives by the potential solutions. The process uses a genetic algorithm to find a good solution in promotion selection, such that it will both accomplish the communication objectives of the company and minimise the invested amount.
KW - Genetic algorithms
KW - Linguistic decision model
KW - Linguistic variables
KW - Promotion mix
UR - http://www.scopus.com/inward/record.url?scp=0036779392&partnerID=8YFLogxK
U2 - 10.1016/S0165-0114(01)00254-8
DO - 10.1016/S0165-0114(01)00254-8
M3 - Article
AN - SCOPUS:0036779392
SN - 0165-0114
VL - 131
SP - 47
EP - 61
JO - Fuzzy Sets and Systems
JF - Fuzzy Sets and Systems
IS - 1
ER -