Marketing effectiveness. A contribution from linear programming

Abstract

It is a must-have matter for all companies to know their marketing efforts’ effectiveness level. The specialized
literature acknowledges several approaches with which organizational effectiveness can be discussed. With
regard to the specific case on marketing functions, it is essential that any measuring system implemented
acknowledge at least three fundamental effectiveness dimensions that share an undissolvable interrelation:
Finances, clients and competitiveness. On the other hand, while in search of marketing effectiveness,
companies can make use of the mathematical tools that contribute with a more accurate approach in order
to reach the established goals.
This study presents the design and validation of a linear programming model. applied to a commercial
enterprise of convenience and shopping goods, which will maximize the business’ profits as well as satisfy
the customers’ demands in a more effective fashion than the competition’s.