Concepedia

Promotion Mix Optimization

Promotion Mix Optimization is a normative decision-making framework in marketing analytics that prescribes the optimal allocation of promotional resources across various marketing instruments—such as advertising, sales promotions, personal selling, public relations, and direct marketing—to maximize specified performance outcomes under budgetary and operational constraints.

16

Publications

534

Citations

30

Authors

18

Institutions

Publications per year

2017–2026

10

Parents

Publications

16

A Three-Stage Model of Industrial Trade Show Performance

Srinath Gopalakrishna, Gary L. Lilien · Marketing Science · 1995 · 182 citations

, , +16

STRATEGI PROMOSI DALAM MENINGKATKAN PENJUALAN LUSCIOUS CHOCOLATE POTATO SNACK

Marceline Livia Hedynata, Wirawan Endro Dwi Radianto · PERFORMA · 2016 · 47 citations · Full text

, , +17

A linguistic decision model for promotion mix management solved with genetic algorithms

Francisco Herrera, Miguel Rodríguez · Fuzzy Sets and Systems · 2002 · 47 citations

, , +16

Selection of the optimum promotion mix by integrating a fuzzy linguistic decision model with genetic algorithms

Tsuen‐Ho Hsu, Tsung‐Nan Tsai, Pei‐Ling Chiang · Information Sciences · 2008 · 40 citations

, , +15

Reducing the negative effects of sales promotions in supply chains using genetic algorithms

Tina O'Donnell, Paul Humphreys, Ronan McIvor et al. · Expert Systems with Applications · 2008 · 34 citations

, , +15

1–5 of 16

Authors

30

  1. RM
    Ronan McIvor

    University of Ulster, United Kingdom

    1 publications · 34 citations

    1

    h-index

  2. TH
    Tsuen‐Ho Hsu

    National Kaohsiung First University of Science and Technology, Taiwan

    1 publications · 40 citations

    1

    h-index

  3. BL
    Bo Li

    Anhui University of Finance and Economics, China

    1 publications · 13 citations

    1

    h-index

  4. CM
    Clay M. Voorhees

    Michigan State University, United States

    1 publications · 26 citations

    1

    h-index

  5. ML
    Marceline Livia Hedynata

    1 publications · 47 citations

    1

    h-index

1–5 of 30

Institutions

18

  1. Universidad de Granada

    Granada, Spain

    1 h-index

    1 publications

    47 citations

  2. Nanjing Forestry University

    Nanjing, China

    1 h-index

    1 publications

    13 citations

  3. Ben-Gurion University of the Negev

    Beersheba, Israel

    1 h-index

    2 publications

    28 citations

  4. National Kaohsiung First University of Science and Technology

    Kaohsiung City, Taiwan

    1 h-index

    2 publications

    80 citations

  5. University of Dayton

    Dayton, United States

    1 h-index

    1 publications

    26 citations

  6. Universidad de León

    León, Spain

    1 h-index

    2 publications

    94 citations

  7. AGH University of Krakow

    Krakow, Poland

    1 h-index

    2 publications

    46 citations

  8. Nanjing University of Finance and Economics

    Nanjing, China

    1 h-index

    2 publications

    26 citations

1–8 of 18

Venues

  1. Journal of Business Research

    JBR · 1 publications · 26 citations

    1

    h-index

  2. PERFORMA

    1 publications · 47 citations

    1

    h-index

  3. Expert Systems with Applications

    1 publications · 34 citations

    1

    h-index

  4. PLoS ONE

    1 publications · 23 citations

    1

    h-index

  5. Fuzzy Sets and Systems

    1 publications · 47 citations

    1

    h-index

1–5