Media planning and preferences: a fuzzy goal programming model
by Cinzia Colapinto; Davide La Torre
International Journal of Multicriteria Decision Making (IJMCDM), Vol. 5, No. 3, 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.

Online publication date: Tue, 18-Aug-2015

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