OPTIMAL AND HEURISTIC DECISION STRATEGIES FOR INTEGRATED PRODUCTION AND MARKETING PLANNING

In this study we examine the effects of integrating production and marketing decisions for a short- to medium-range planning horizon in a profit maximizing firm. We formulate two models for determining price, marketing expenditure, demand or production volume, and lot size for a single product with stable demand when economies of scale are present. The full integration (FI) model simultaneously determines all the decisions involved, while the partial integration (PI) model separates the lot sizing decision from the others, as happens frequently in practice. Geometric programming (GP) techniques and marginal analysis ate used to compare FI and PI, and obtain important managerial implications regarding the two models.