Abstract:

In this presentation, we have tried to see the usual applications of operations research in the marketing field. This field is in quick evolution. Among the most promising uses, we can cite: - the decision theory applied to operations with technical and commercial risks which escape from probability laws - the integrated systems of control and predictive planning in advertising and marketing fields that will probably give a new statute to test markets - investigation of the exposure concept (advertising and commercial) and the notion of response curve of a market versus exposures (consumers - advertising, sales promotion) (retailers - agents visits) - the behaviour studies of households in the consumer panels by statistical observations which will permit to simulate the market attitudes in relation with the launching strategy of the products. Those scientific approaches will be developed if the marketing executives are trained to take the best of a better organisation.