تصمیم گیری مبتنی بر برنامه نویسی خطی در تخصیص بازار

A market allocation decision is related to the choice of media effectiveness, media budget etc. especially when advertising is required in a market. Usually in real decision making problems related to advertising, the goals, the constraints and the outcomes of actions are uncertain. In this paper we investigate the problem of choice of suitable media options and allocation of the available advertising budget amongst them. The problem is formulated as interval linear programming problem where uncertain environment is described by interval numbers. Sensitivity analysis of the proposed decision model is performed.