MATHEMATICAL-MODELS IN MARKETING - AN ANALYTICAL SURVEY

The survey presents a systematic review of recent results in marketing, mainly in the area of mathematical models of consumer markets. The subject of study is consumer demand, both aggregate (for a particular product) and selective (for a particular brand of a given product). The study of markets includes modeling of consumer behavior from the analysis of statistical series and investigation of the impact of the producer marketing effort, such as advertising, packaging, and distribution, on the aggregate behavior of individual consumers. The models are classified by their use, the mathematical methods of analysis, and the underlying assumptions. The models and methods reviewed in this survey may be used in material-technical supply systems, in production planning of both existing and new products, and in sales management.