Integrating enterprise models and models for marketing analysis

College

Gokongwei College of Engineering

Department/Unit

Industrial Engineering

Document Type

Report

Abstract

We present an experiment in modelling and analysis of an application domain: competitive manufacturing. The result is a unique formal model which combines previously separate models for marketing (competition) and enterprises (coordination). In particular, we capture formally the marketing mix: product, price, place and promotion, and its effect on the sale of the en­terprise. The model is built in stages: market without marketing, marketing without limits and marketing under limited resources. Analysis includes justifying abstraction, down to two enterprises competing for a single consumer.

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Disciplines

Marketing

Series Title

Report (International Institute for Software Technology) ; 92

Keywords

Marketing

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