Goal Programming for Marketing Decisions: A Case Study

T HE reality of business management requires that individual actions taken with respect to particular business functions be evaluated for their probable overall impact. Marketing actions are no exception. Before resources are committed to a marketing proposal, management needs to determine as efficiently as possible the probable results for each of the identified, admissible alternative courses of action. Contemplated marketing actions must be pretempered by careful analysis as to their likely effects on other functional activities and their potential contributions at every level in the organization's hierarchy of goals.