A Software Application to Optimize the Visits of Sales/Marketing Agents to Their Customers in a Brewing Company

Marcos Colebrook (), Ana González-Larsson () and Antonio Sedeño-Noda ()
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Marcos Colebrook: Universidad de La Laguna
Ana González-Larsson: NOVASOFT TIC
Antonio Sedeño-Noda: Universidad de La Laguna

A chapter in Advanced Business Analytics, 2015, pp 225-243 from Springer

Abstract: Abstract We present a software application developed to optimize the annual planning of visits of a brewing company’s sales/marketing staff to their customers. Each of these customers must be annually visited a provided number of times. Thus, each salesperson is assigned to a set of customers that must be visited each week. The application will assign all the visits of a salesperson to each customer so that all weeks should have more or less the same number of visits. By virtue of this approach, the brewing company diminished their marketing operating costs, as well as improved their customer relationships.

Keywords: Static Planning; Promotional Campaign; Dynamic Planning; Mathematical Solver; Past Visit (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-11415-6_12

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DOI: 10.1007/978-3-319-11415-6_12

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