Research

Goal Programming for Market Decisions: A Case Study

The existence of conflicting organizational goals is a real world problem for most marketing organizations. Yet traditional quantitative techniques, such as linear programming, cannot handle multiple goals in multiple dimensions. This article illustrates how an important new technique, goal programming, can be used to determine the extent to which conflicting goals may be realized simultaneously.

Publication Information
Article Title: Goal Programming for Market Decisions: A Case Study
Journal: Journal of Marketing (Jan, 1974)
Vol. 38, No. 1
Author(s): Lee, Sang M;  Nicely, R
Researcher Information
    
Lee, Sang M
Lee, Sang M
Emeritus
Expertise:
  • Entrepreneurship
  • Information Systems
  • International - Europe
  • International - South and Central America
  • International - Asia
Management
HLH 315H
P.O. Box 880491
University of Nebraska-Lincoln
Lincoln, NE 68588-0491, USA
Phone: (402) 472-3915
slee1@unl.edu