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The Genetic Approach Of Marketing Research

Author

Listed:
  • Adrian MICU

    (”Dunarea de Jos” University of Galati)

  • Angela Eliza MICU

    (Ovidius University of Constanta)

  • Kamer AIVAZ

    (Ovidius University of Constanta)

  • Alexandru CAPATINA

    (”Dunarea de Jos” University of Galati)

Abstract

This paper highlights the original contribution of genetic algorithms to marketing research techniques, by means of the design and development of a marketing decision making tool based on aggregated mathematic models that lead to the maximizing of a company’s profit or market share by using genetic algorithms. The mathematical pattern developed encompasses both the function of the demand reaction to different marketing variables and the function of market global demand. Moreover, the genetic algorithms implemented into the pattern provide suitable solutions for optimizing the marketing functions. A software was also designed and implemented in order to configure the genetic algorithm for discovering the most effective decisions, taking into account the restrictions related to the marketing variables embedded into the mathematical pattern.

Suggested Citation

  • Adrian MICU & Angela Eliza MICU & Kamer AIVAZ & Alexandru CAPATINA, 2016. "The Genetic Approach Of Marketing Research," ECONOMIC COMPUTATION AND ECONOMIC CYBERNETICS STUDIES AND RESEARCH, Faculty of Economic Cybernetics, Statistics and Informatics, vol. 50(3), pages 229-246.
    • Handle: RePEc:cys:ecocyb:v:50:y:2016:i:3:p:229-246
    as

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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    genetic algorithm; marketing mix; decision making; market reaction function; promotional expenses.;
    All these keywords.

    JEL classification:

    • C63 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling - - - Computational Techniques
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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