 Marketing mix optimisation with practical constraintsHsin-Chan Huang, Jiefeng Xu and Alvin Lim International Journal of Operational Research, 2024, vol. 51, issue 1, 128-149 Abstract: In this paper, we address a variant of the marketing mix optimisation (MMO) problem which is commonly encountered in many industries, e.g., retail and consumer packaged goods (CPGs) industries. This problem requires the spend for each marketing activity, if adjusted, be changed by a non-negligible degree (minimum change) and also the total number of activities with spend change be limited (maximum number of changes). With these two additional practical requirements, the original resource allocation problem is formulated as a mixed integer nonlinear program (MINLP). Given the size of a realistic problem in the industrial setting, the state-of-the-art integer programming solvers may not be able to solve the problem to optimality in a straightforward way within a reasonable amount of time. Hence, we propose a systematic reformulation to ease the computational burden. Computational tests show significant improvements in the solution process. Keywords: marketing mix optimisation; MMO; optimisation; semi-continuous variable; cardinality constraint; perspective reformulation; mixed integer quadratic program; MIQP; mixed integer second-order cone program; MISOCP. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijores:v:51:y:2024:i:1:p:128-149 Access Statistics for this article More articles in International Journal of Operational Research from Inderscience Enterprises Ltd |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.