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Optimization of the enterprise marketing strategy using the operations research

Pesikov E., Zaikin O., Bakhtadze N.

Zeszyty Naukowe Warszawskiej Wyższej Szkoły Informatyki

2016

nr 15

67--77

It is examined an approach to the analytical tools construction of marketing of the enterprise designed to select the optimal assortment, sales volume, market segments and product prices and based on the use of the operations research methods and optimal software systems. Is proposed a model of nonlinear integer programming with variables of continuous and boolean type, which allows to plan production of existing and new products. To analyse the optimization model is proposed using of heuristic algorithm based on iterative increase in products prices and solution of the linear integer programming task by method of Land and Doig at each step of changing prices.