Solving marketing optimization problems using genetic algorithms

Abstract

Aims to show the potential benefits associated with the application of genetic algorithms (GAs) to the field of marketing management. Describes the background and fundamentals of the technique, and introduces a list of relevant marketing areas to which an optimization technique such as genetic algorithms could be applied. Presents two worked examples (one in site location and the other in market segmentation) to illustrate the power and suitability of using GAs in marketing.

Citation

Hurley, S., Moutinho, L. and Stephens, N.M. (1995), "Solving marketing optimization problems using genetic algorithms", European Journal of Marketing, Vol. 29 No. 4, pp. 39-56. https://doi.org/10.1108/03090569510086648