Optimization of the marketing strategy of a trading company

D.V. Denisov, V.V. Latiy


The purpose of this work is to describe the model of a special type of trading company and to optimize its marketing costs. The main approach used to solve optimization problems arising is a method of finding generalized Nash equilibria (Generalized Nash Equilibrium Problem). Within the paper the possibility and expediency of applying this approach in the context of constraints on the marketing budget were investigated, and the possibility of reducing the main optimization problem to a simpler form was proved

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