Title: Integration of marketing and production decisions in aggregate planning: a review and prospects

Authors: Carme Martínez-Costa; Marta Mas-Machuca; Amaia Lusa

Addresses: IOC Research Institute/Management Department, Universitat Politècnica de Catalunya, Av. Diagonal 7th Floor, 08028 Barcelona, Spain ' Management Department, Universitat Politècnica de Catalunya, Av. Diagonal 7th Floor, 08028 Barcelona, Spain ' IOC Research Institute/Management Department, Universitat Politècnica de Catalunya, Av. Diagonal 11th Floor, 08028 Barcelona, Spain

Abstract: This paper focuses on the integration of marketing and production decisions regarding aggregate planning in industrial companies. The main contributions to the literature are described briefly and used to present a summary of the state of the art. This review will enable the study of the interrelations between the key variables of marketing decision-making (price and/or promotion) and production decision-making (product quantity, staff size, working hours and inventory level) and thereby contribute to the development of integrated decision models. These contributions are then analysed in relation to mathematical programming models that include marketing and production variables in aggregate planning. Finally, future lines of research are proposed. [Received 28 July 2010; Revised 5 March 2011; Revised 6 August 2011; Revised 23 March 2012; Revised 2 May 2012; Accepted 6 May 2012]

Keywords: marketing production integration; marketing decisions; production decisions; mathematical modelling; aggregate planning; decision making; pricing; promotion; product quantity; staff size; working hours; inventory levels.

DOI: 10.1504/EJIE.2013.058395

European Journal of Industrial Engineering, 2013 Vol.7 No.6, pp.755 - 776

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 22 Dec 2013 *

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