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
Article Title: Goal Programming for Market Decisions: A Case Study
Journal: Journal of Marketing (Jan, 1974)
Vol. 38, No. 1
Author(s): Lee, Sang M;  Nicely, R
Researcher Information
Lee, Sang M
Lee, Sang M
  • Entrepreneurship
  • Information Systems
  • International - Europe
  • International - South and Central America
  • International - Asia
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