Moutinho, L. and Hurley, S. (1998) Solving marketing optimisation problems using tabu search. Journal of Targeting, Measurement and Analysis for Marketing, 6(3), pp. 257-273.
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Abstract
Discusses the application of tabu search (an iterative procedure for solving discrete combinatorial problems) to problem solving in marketing. Describes tabu search detailing how it applies to problems of optimization. Provides worked examples of applying tabu search to these optimization problems. Reviews the use of tabu search in management science and looks at its use in site location analysis and market segmentation. Concludes that the tabu search technique is ideal for a wide range of multi-modal optimization problems including many in marketing.
| Item Type: | Articles |
|---|---|
| Status: | Published |
| Refereed: | Yes |
| Glasgow Author(s) Enlighten ID: | Moutinho, Professor Luiz |
| Authors: | Moutinho, L., and Hurley, S. |
| College/School: | College of Social Sciences > Adam Smith Business School > Management |
| Journal Name: | Journal of Targeting, Measurement and Analysis for Marketing |
| Publisher: | Palgrave Macmillan Ltd. |
| ISSN: | 0967-3237 |
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