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Coordinated dynamic control of marketing and production

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  • Jian Yang
  • Xiaolong Zhang

Abstract

We study the dynamic profit maximization problem for a firm exercising control on both marketing and production. The firs marketing effort impacts the current‐period demand, which in turn affects future demand in a dissipating fashion. Under linear‐cost and zero‐leadtime assumptions, we show that the firm should follow base‐point rules for both marketing and production, whereas trends of the base points reflect a certain complementarity between marketing and production. We obtain comparable results when marketing costs are convex. Our computational study identifies conditions under which simple fixed‐marketing‐effort and fixed‐marketing‐target heuristics would perform well. © 2009 Wiley Periodicals, Inc. Naval Research Logistics 2009

Suggested Citation

  • Jian Yang & Xiaolong Zhang, 2009. "Coordinated dynamic control of marketing and production," Naval Research Logistics (NRL), John Wiley & Sons, vol. 56(4), pages 348-365, June.
    • Handle: RePEc:wly:navres:v:56:y:2009:i:4:p:348-365
    DOI: 10.1002/nav.20348
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    References listed on IDEAS

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