Promotion Mix Modeling by Fuzzy Approach (A Case Study of Automobile Battery Industry)
The main purpose of this paper is to develop an effective and efficient promotion mix model and determine the share and value of each of the underlying variables in the promotion mix in accordance with the marketing and promotional goals and strategies of a firm. The review of earlier studies indica...
| Main Authors: | , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2010-09-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_21714_87fbc41e008c278c8bf3c7f5df2c0683.pdf |