Goal Programming for Market Decisions: A Case Study

The existence of conflicting organizational goals is a real world problem for most marketing organizations. Yet traditional quantitative techniques, such as linear programming, cannot handle multiple goals in multiple dimensions. This article illustrates how an important new technique, goal programming, can be used to determine the extent to which conflicting goals may be realized simultaneously.

Publication Information

Researcher Information

	Lee, Sang M Emeritus Expertise: Entrepreneurship Information Systems International - Europe International - South and Central America International - Asia Management CBA 251 P.O. Box 880491 University of Nebraska-Lincoln Lincoln, NE 68588-0491, USA Phone: (402) 472-3915 Fax: (402) 472-5855 slee1@unl.edu	Lee, Sang M	Management