Simulating the Financial Impact of Marketing and Logistics Decisions

Presents a fourth generation language computer simulation model which was developed for a major US manufacturing company. Suggests that marketing and logistics managers can benefit from business planning models that simulate the financial impact of their decisions. To be effective, models must have the ability to evaluate the impact of changes in the marketing mix on product and customer profitability. Sound business decisions follow from knowledge of the behaviour of expenses, especially those associated with logistics and for assets employed.