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Improving Decision Making in Organisations pp 224–233Cite as

Multicriteria Issues in Marketing: A Sales Resource Allocation Example and Potential Areas of Future Research

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Part of the book series: Lecture Notes in Economics and Mathematical Systems ((LNE,volume 335))

Abstract

Numerous problems in the marketing area have a multicriteria nature, yet have been modeled predominately with single criterion models. This paper briefly discusses four types of multicriteria marketing problems, and some of the research that has been conducted regarding them. Interactive multiple objective programming techniques offer potential decision support capibilities for decision makers faced with these problems. A sales resource allocation example is presented to demonstrate the type of support these techniques can provide.

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Author information

Authors and Affiliations

  1. Department of Management, 322 Thach Hall, Auburn University, Auburn, AL, 36849, USA

    Lorraine R. Gardiner

  2. Department of Management Sciences and Information Technology, Brooks Hall, University of Georgia, Athens, GA, 30602, USA

    Antonie Stam

  3. IESE, Avenida Pearson 21, 08034, Barcelona, Spain

    Erich A. Joachimsthaler

Authors
  1. Lorraine R. Gardiner
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  2. Antonie Stam
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  3. Erich A. Joachimsthaler
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Editor information

Editors and Affiliations

  1. Manchester Business School, Booth St. West, M15 6PB, Manchester, UK

    A. G. Lockett  & G. Islei  & 

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© 1989 Springer-Verlag Berlin Heidelberg

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Gardiner, L.R., Stam, A., Joachimsthaler, E.A. (1989). Multicriteria Issues in Marketing: A Sales Resource Allocation Example and Potential Areas of Future Research. In: Lockett, A.G., Islei, G. (eds) Improving Decision Making in Organisations. Lecture Notes in Economics and Mathematical Systems, vol 335. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-49298-3_21

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  • DOI: https://doi.org/10.1007/978-3-642-49298-3_21

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-51795-5

  • Online ISBN: 978-3-642-49298-3

  • eBook Packages: Springer Book Archive

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