ZIPMAP — A Zero-One Integer Programming Model for Market Segmentation and Product Positioning |
| |
Authors: | Fred S Zufryden |
| |
Institution: | 1.Graduate School of Business, University of Southern California,Los Angeles,U.S.A. |
| |
Abstract: | An optimization model is proposed to aid marketing managers to search for and develop new product brand ideas. The model, which is founded on individual consumer behaviour constructs, determines a position for a new brand, in the consumers' perceptual space of product attributes, that maximizes company sales. The resulting mathematical model is stated as a large-scale, mixed, zero-one, integer, non-linear mathematical programming problem whose solution is sought through a two-stage optimization approach. |
| |
Keywords: | |
本文献已被 SpringerLink 等数据库收录! |
|