Optimal and Heuristic Decision Strategies for Integrated Production and Marketing Planning

@inproceedings{Lee1993OptimalAH,
  title={Optimal and Heuristic Decision Strategies for Integrated Production and Marketing Planning},
  author={Won J. Lee and Daesoo Kim},
  year={1993}
}
In this study we examine the effects of integrating production and marketing decisions for a short- to medium-range planning horizon in a profit maximizing firm. We formulate two models for determining price, marketing expenditure, demand or production volume, and lot size for a single product with stable demand when economies of scale are present. The full integration (FI) model simultaneously determines all the decisions involved, while the partial integration (PI) model separates the lot… CONTINUE READING

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