Selection of the optimum promotion mix by integrating a fuzzy linguistic decision model with genetic algorithms |
| |
| Authors: | Tsuen-Ho Hsu Tsung-Nan Tsai Pei-Ling Chiang |
| |
| Affiliation: | 1. Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology, No. 2, Jhuoyue Road, Nanzih District, Kaohsiung City 811, Taiwan;2. Department of Logistics Management, Shu-Te University, Kaohsiung 82445, Taiwan;1. Department of Chemical and Biomolecular Engineering, National University of Singapore, Block E5, 4 Engineering Drive 4, 117576, Singapore;2. Globalfoundries Singapore Pte Ltd, 60 Woodlands Industrial Park D, 738406, Singapore;3. Agency for Science, Technology and Research (A*Star), Institute of Materials Research and Engineering (IMRE), #08-03, 2 Fusionopolis Way, Innovis, 138634, Singapore;4. School of Materials Science and Engineering (MSE), Nanyang Technological University (NTU), 50 Nanyang Avenue, 639798, Singapore;5. Science et Analyse des Materiaux Unit (SAM), Centre de Recherche Public-Gabriel Lippmann, 41, rue du Brill, Belvaux, 4422, Luxembourg;6. School of Engineering, RMIT University, Building 10, Level 11, Room 14, 376-392 Swanston Street, Melbourne, Victoria, 3001, Australia;1. School of Psychology and Speech Pathology, Curtin University, Australia;2. Centre for Health and Social Research, Australian Catholic University, Australia;3. Public Health Advocacy Institute of Western Australia, Curtin University, Australia;4. Drug & Alcohol Office, Health Department of Western Australia, Australia;5. McCusker Centre for Action on Alcohol and Youth, Curtin University, Australia;6. National Drug Research Institute, Curtin University, Australia |
| |
| Abstract: | Integrated marketing communication (IMC) is an important process by which a company can influence a target market, improve the position of that company’s product/service in the target market, and effectively build up its brand image. Sales promotion is an important communication channel designed to influence the customer’s purchasing behavior in the target market. There are many promotion tools available. Variations in business objectives and budgetary limits make it impossible for a company to employ all these promotion tools to convey sales messages to the customers. The selection of the best mix of promotion tools involves subjective information processing, instead of a numerically expressed objective decision-making process. In this research, we integrate a fuzzy linguistic decision model with a genetic algorithm (GA) to extract the optimum promotion mix of a variety of tools under satisfying expected marketing performance and budget limitations. The proposed methodology shows satisfactory results in an empirical study in terms of estimating the degree of satisfaction for achieving the business objectives, determining the optimum promotion mix, and minimizing expenditure on sales promotion activities. |
| |
| Keywords: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
