The Handling of Goals in Marketing Problems: A Mathematical Approach Available to Purchase

A market share problem is considered which has only a limited amount of data available, often only assigned attributes, and no quantifiable objective—only a number of goals which may possibly be achieved. The technique of goal programming is employed which builds the situation into a model with an objective and permits solution of this model. The approach is then generalised to show that it is applicable to a variety of problems which arise in marketing and related areas.