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Abstract
Marketing-production decisions mo planned in a decentralized fashion in most firms. Most of the research in this field, however, assumes that the decisions in the two firms are planned in a centralized fashion. In this paper, a decentralized procedure for planning advertising-production decisions is designed for a recently proposed model of a marketing-production system. The procedure is based upon the goal-coordination principle in control theory. An example is presented to illustrate the performance of the procedure.
Notes
†This research was supported by the National Science and Engineering Research Council of Canada, Grant A1226.