Optimized Resource Planning in Newspaper Subscription Sales
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CONTRIBUTORS:
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PROCEEDINGS TITLE:
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YEAR:
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2004
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PUB TYPE:
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Conference Paper in Proceedings
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PAGES:
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n/a -
n/a
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SUBJECT(S):
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mathematical programming, marketing
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DISCIPLINE:
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Business/Management
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HTTP:
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LANGUAGE:
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English
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PUB ID:
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103-404-552
(Last edited on
2004/07/09 17:38:55 GMT-6)
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SPONSOR(S):
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ABSTRACT:
A planning system was developed for optimizing the use of different marketing instruments/resources in new newspaper subscription sales at a Dutch newspaper. Various instruments and their daily application are described in relation to the yearly marketing plan, as well as the pertaining constraints. This resulted in a mixed-integer mathematical programming model which yielded an optimal solution that resulted in an improvement of 14% in new subscriptions, at a ten percent savings in annual sales budget. The analytical planning model not only yielded promising results, but also prompted direct marketers of the newspaper to express their reasoning more explicitly, making the annual marketing strategy setting more transparent and objective. The model was well received by management, and would be used as a support tool for sales planning in future years.
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