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The use of Mathematical Models in Marketing

1963; SAGE Publishing; Volume: 27; Issue: 4 Linguagem: Inglês

10.1177/002224296302700406

1547-7185

Philip Kotler,

Organizational Management and Leadership

Marketing executives and mathematicians have joined forces in a search for improved decision models to handle such problems as new-product development, media selection, retail inventory control, and size of sales force. The author of this article explains and illustrates those operations research models which hold the greatest promise in the marketing area.