Date Added: Jan 2010
The great challenge facing marketing executives at all levels is how to make better decisions (i.e., decisions that maximize the long-term returns on marketing investments). Rarely are these major decisions simple and obvious, even when they appear to be. As the examples in this paper suggest, many complex and interacting variables must be understood and modeled to find the ultimate answer. OR/MS (Operations Research and Management Science) methods, combined with marketing research, can be a valuable ally in the search for long-term optimal solutions. So, strap on your parachute, put on your goggles, and fly your business on the right course at the right altitude - with armor in the right places.