Hierarchical control approach to a composite inventory-marketing problem

A composite inventory-marketing problem is considered and treated for the case where there exist distributed time delays in the supply and/or the advertisement process, as well as product losses at constant rates. Since in a real large-scale situation a centralized solution may be impractical, two hierarchical coordinated control algorithms are presented which are based on a proper decomposition of the overall problem. Backlogging is not permitted and the delays are assumed fixed and known. The first algorithm makes use of the dual optimization technique, whereas the second algorithm is based on a decentralized procedure which allows each of the company's departments to solve its problem individually, and then with the coordination of an upper level to obtain the overall solution. Numerical examples are included which illustrate the effectiveness of the two algorithms.

[1]  G. Thompson,et al.  Optimal control theory : applications to management science , 1984 .

[2]  R. Leitch Marketing Strategy and the Optimal Production Schedule , 1974 .

[3]  D. M. Nachane Optimization methods in multilevel systems: A methodological survey , 1985 .

[4]  Hermann Simon,et al.  Diffusion and Advertising: The German Telephone Campaign , 1987 .

[5]  D. Clarke Econometric Measurement of the Duration of Advertising Effect on Sales , 1976 .

[6]  S. Sethi Dynamic Optimal Control Models in Advertising: A Survey , 1977 .

[7]  Dennis J. Sweeney,et al.  Decentralized planning with an interdependent marketing-production system , 1982 .

[8]  D. Horsky,et al.  Advertising and the Diffusion of New Products , 1983 .

[9]  John D. C. Little,et al.  Feature Article - Aggregate Advertising Models: The State of the Art , 1979, Oper. Res..

[10]  W. Damon,et al.  A Simultaneous Decision Model for Production, Marketing and Finance , 1972 .

[11]  James R. Freeland,et al.  Coordination Strategies for Production and Marketing in a Functionally Decentralized Firm , 1980 .

[12]  Gerald L. Thompson,et al.  Management Applications of Modern Control Theory , 1977 .

[13]  Joseph Thomas,et al.  Linear Programming Models for Production-Advertising Decisions , 1971 .

[14]  Prakash L. Abad,et al.  Approach to decentralized marketing-production planning† , 1982 .

[15]  M. L. Vidale,et al.  An Operations-Research Study of Sales Response to Advertising , 1957 .

[16]  H. Tamura Decentralized optimization for distributed-lag models of discrete systems , 1975, Autom..

[17]  U. P. Welam Synthesizing Short Run Production and Marketing Decisions , 1977 .

[18]  Stephen A. W. Drew The application of hierarchical control methods to a managerial problem , 1975 .

[19]  Leon S. Lasdon,et al.  Optimization Theory of Large Systems , 1970 .