Application of Operations Research to Marketing and Related Management Problems

Magee, John F.

doi:10.2307/1247920

Cited by 2 publications

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“…In a five-year span (1960)(1961)(1962)(1963)(1964), 15% of JM articles examined and applied management science perspectives to marketing phenomena. Representative examples include applications of operations research techniques (e.g., Doherty 1963;Magee 1960), bayesian analysis (e.g., Buzzell and Slater 1962;Green 1963), and simulation (e.g., Pessemier 1964;Weiss 1964). Model building was given the greatest attention.…”

Section: Marketing As a Quantitative Science: 1956-1965mentioning

confidence: 99%

In Pursuit of an Ideal: The Editorial and Literary History of the Journal of Marketing

Kerin

1996

Journal of Marketing

118

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The occasion of the diamond jubilee for the Journal of Marketing affords an opportunity to chronicle its editorial and literary history in pursuit of an ideal, namely, the advancement of science and practice in marketing. This ideal has been expressed in different ways, variously manifested in over 3000 published articles during the past 60 years, and most recently embodied in the Journal of Marketing's transformation into a scholarly-professional journal. The narration and explanation of this transformation is the subject of the author's commemorative essay.

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Section: Marketing As a Quantitative Science: 1956-1965mentioning

confidence: 99%

In Pursuit of an Ideal: The Editorial and Literary History of the Journal of Marketing

Kerin

1996

Journal of Marketing

118

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“…Operational research methods may be applied to solve real complex problems in various areas, such as agriculture, aviation industry, education, environmental and energy issues, finance, healthcare, logistics, marketing, military, mining industry, production management, transport, sport, supply chain management, telecommunications and information technology, etc. Magee in [15] presents the application of operations research in marketing and related management problems. Datta and Bandyopadhyay in [6] studied the application of operational research in solving problems in industry and industrialization in developed countries.…”

Section: Introductionmentioning

confidence: 99%

A survey of the use of operational research in decisions made by micro, small and medium-sized enterprises in Macedonia

Cvetkoska

2016

CRORR

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Abstract. We live in a complex world and managers of organizations are constantly facing numerous challenges. Good decisions, i.e., better outcomes for organizations, require use of the powerful discipline Operational Research (OR)/Management Science (MS). Organizations applying this discipline have achieved significant benefits such as cost reduction, increased revenues, increased market share, higher quality, improved productivity, improved performance, better customer service, etc. The aim of this paper is to examine whether managers of micro, small and medium-sized enterprises in Macedonia use OR models for supporting decision-making processes, where OR models, methods and techniques are commonly used, and what benefits achieved in using quantitative OR models, methods and techniques. The survey was conducted using a questionnaire distributed electronically to 100 managers of micro, 100 managers of small and 100 managers of medium-sized enterprises. The questionnaires were answered completely by 93 managers of the micro, 73 managers of the small and 71 managers of the medium-sized enterprises, and the questionnaire responses were subsequently analyzed. The answers showed that decisions on running enterprises are made intuitively by 90% of managers of the micro, 78% of managers of the small, and 55% of managers of the medium-sized enterprises, while quantitative OR models for supporting the decision-making process are used by 10% of managers of the micro, 22% of managers of the small, and 45% of managers of the medium-sized enterprises. Applied in the micro, small and medium-sized enterprises are inventory models, time series analysis and forecasting, whereas micro and mediumsized enterprises rely on decision analysis. Small and medium-sized enterprises use breakeven analysis, assignation, linear programming, and project management. The OR models and methods used in running the respective enterprises led to the following results: optimal inventory level, cost reductions, revenue growth, forecasted sales, increased sales, production optimization, improved quality, better planning of activities, more efficient allocation of staff, absence of complaints and increased customers satisfaction.

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Application of Operations Research to Marketing and Related Management Problems

Cited by 2 publications

References 0 publications

In Pursuit of an Ideal: The Editorial and Literary History of the Journal of Marketing

In Pursuit of an Ideal: The Editorial and Literary History of the Journal of Marketing

A survey of the use of operational research in decisions made by micro, small and medium-sized enterprises in Macedonia

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