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Marketing Strategy and the Optimal Production Schedule

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  • Robert Alan Leitch

    (University of Georgia)

Abstract

Incorporation of marketing strategy in production planning can reduce overall costs and significantly increase profits. In this paper a solution procedure similar to the traditional Holt, Modigliani, Muth, and Simon production smoothing model is used to find a combined marketing and production plan in which advertising promotion is utilised to avoid peak-load production costs by shifting seasonal demand for a product. The solution procedure is applicable to a wide variety of market characterizations, and the technique may also be readily adapted to analyse impacts of various aspects of market behavior on the optimal production schedule.

Suggested Citation

  • Robert Alan Leitch, 1974. "Marketing Strategy and the Optimal Production Schedule," Management Science, INFORMS, vol. 21(3), pages 302-312, November.
    • Handle: RePEc:inm:ormnsc:v:21:y:1974:i:3:p:302-312
    DOI: 10.1287/mnsc.21.3.302
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    Cited by:

    1. Ravi Kumar, K. & Loomba, Arvinder P. S. & Hadjinicola, George C., 2000. "Marketing-production coordination in channels of distribution," European Journal of Operational Research, Elsevier, vol. 126(1), pages 189-217, October.
    2. Lotfi Tadj & Salah Djemili, 2022. "Joint optimization of the marketing and operations functions," OPSEARCH, Springer;Operational Research Society of India, vol. 59(2), pages 574-593, June.
    3. Ravi Kumar, K. & Hadjinicola, George C., 1996. "Resource allocation to defensive marketing and manufacturing strategies," European Journal of Operational Research, Elsevier, vol. 94(3), pages 453-466, November.
    4. DuĊĦan Hrabec & Kjetil K. Haugen & Pavel Popela, 2017. "The newsvendor problem with advertising: an overview with extensions," Review of Managerial Science, Springer, vol. 11(4), pages 767-787, October.
    5. Khouja, Moutaz & Robbins, Stephanie S., 2003. "Linking advertising and quantity decisions in the single-period inventory model," International Journal of Production Economics, Elsevier, vol. 86(2), pages 93-105, November.
    6. Abhijit Upasani & Reha Uzsoy, 2008. "Incorporating manufacturing lead times in joint production-marketing models: A review and some future directions," Annals of Operations Research, Springer, vol. 161(1), pages 171-188, July.

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