Management Theory and Studies for Rural Business and Infrastructure Development, Volume 35, Number 2

Selection of the methods and tools for marketing program optimization

Rolandas Drejeris, Irena Daukševičiūtė


Optimising of a marketing programme has been a long standing aspiration and is of high interest for the companies seeking to better allocate their marketing budget. However the literature of methods and models dedicated to optimise the marketing programme is limited. Although the models analysed still present quite a comprehensive process for optimising a marketing programme and have a strong statistical justification, however they are limited in terms of their application in practice. After the literature review the elements necessary to optimise the marketing programme were revealed which were judged in the paper. The aim of the article is to review the existing potential in terms of the marketing programme optimisation and based on the synthesis of the information to offer an instrumentation for choice methods of optimising the marketing programme which meets current business goals and situations. Submitted flexible design matrix that lets you choose both the best marketing tool, and the best optimization method according to the different optimization objects, goals depending on the potential business situation.

JEL codes: M21, M31.

Keyword(s): efficiency, marketing expenses, marketing tools, optimization

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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

This journal is published under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License. Responsible editor: Dr Audrius Gargasas.