Marketing Strategy and the Optimal Production Schedule

Robert Alan Leitch
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Robert Alan Leitch: University of Georgia

Management Science, 1974, vol. 21, issue 3, 302-312

Abstract: Incorporation of marketing strategy in production planning can reduce overall costs and significantly increase profits. In this paper a solution procedure similar to the traditional Holt, Modigliani, Muth, and Simon production smoothing model is used to find a combined marketing and production plan in which advertising promotion is utilised to avoid peak-load production costs by shifting seasonal demand for a product. The solution procedure is applicable to a wide variety of market characterizations, and the technique may also be readily adapted to analyse impacts of various aspects of market behavior on the optimal production schedule.

Date: 1974
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:21:y:1974:i:3:p:302-312

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