A Linguistic Decision Model for Promotion Mix Management Based on Genetic Algorithms

摘要

As we know, promotion activities are very impor-tant marketing tools. As a result of this fact, the selection of activities is an important decision. In this paper, from the viewpoint of satisfaction degree and total expense amount, we design a reasonable evaluation function, and use genetic algorithms to search for a desirable solution in promotion activ-ities,the conclusion shows that our method could both come to certain the objectives of company and minimize the investment amount of company.