Stanton G. Cort
ABSTRACT
PLAN*IT is an on-line strategic marketing planning model geared to multigoal, multiperiod, multiproduct blending of the marketing mix of a manufacturer competing under oligopolistic market conditions and selling through channel intermediaries. This paper describes PLAN*IT's role and benefits in the strategic marketing planning process and examines the essential features of PLAN*IT's underlying mathematical model.
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Index Terms
- PLAN*IT: Simulation applied in a marketing decision system
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