Optimal and Heuristic Decision Strategies for Integrated Production and Marketing Planning
研究了在规模经济下，短期至中期规划中集成生产与营销决策的效果，通过全集成与部分集成模型比较，为管理者提供决策启示。
ABSTRACT In this study we examine the effects of integrating production and marketing decisions for a short‐ to medium‐range planning horizon in a profit maximizing firm. We formulate two models for determining price, marketing expenditure, demand or production volume, and lot size for a single product with stable demand when economies of scale are present. The full integration (FI) model simultaneously determines all the decisions involved, while the partial integration (PI) model separates the lot sizing decision from the others, as happens frequently in practice. Geometric programming (GP) techniques and marginal analysis are used to compare FI and PI, and obtain important managerial implications regarding the two models.