THE GENETIC APPROACH OF MARKETING RESEARCH

Adrian Micu (), Angela Eliza Micu (), Kamer Aivaz () and Alexandru Capatina ()
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Adrian Micu: ”Dunarea de Jos” University of Galati
Angela Eliza Micu: Ovidius University of Constanta
Kamer Aivaz: Ovidius University of Constanta
Alexandru Capatina: ”Dunarea de Jos” University of Galati

ECONOMIC COMPUTATION AND ECONOMIC CYBERNETICS STUDIES AND RESEARCH, 2016, vol. 50, issue 3, 229-246

Abstract: This paper highlights the original contribution of genetic algorithms to marketing research techniques, by means of the design and development of a marketing decision making tool based on aggregated mathematic models that lead to the maximizing of a company’s profit or market share by using genetic algorithms. The mathematical pattern developed encompasses both the function of the demand reaction to different marketing variables and the function of market global demand. Moreover, the genetic algorithms implemented into the pattern provide suitable solutions for optimizing the marketing functions. A software was also designed and implemented in order to configure the genetic algorithm for discovering the most effective decisions, taking into account the restrictions related to the marketing variables embedded into the mathematical pattern.

Keywords: genetic algorithm; marketing mix; decision making; market reaction function; promotional expenses. (search for similar items in EconPapers)
JEL-codes: C63 M31 (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (4)

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