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Optimization of Media Mix Planning in Health Care System by an AHP Based Goal Programming Model

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Optimization of Media Mix Planning in Health Care System by an AHP Based Goal Programming Model


A. V. S. Prasad | Dr. Y. Raghunatha Reddy

https://doi.org/10.31142/ijtsrd2210



A. V. S. Prasad | Dr. Y. Raghunatha Reddy "Optimization of Media Mix Planning in Health Care System by an AHP Based Goal Programming Model" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-1 | Issue-4, June 2017, pp.564-570, URL: https://www.ijtsrd.com/papers/ijtsrd2210.pdf

In this paper, we present an analytical hierarchy based goal programming model for media mix planning in health care system. Today health care providers, like most business, are using advertising in order to attract customers (patients) to its products or services. Media selection involves the allocation of advertising budget among a variety of media options in such way as to maximize the number of potential customers reached. In this study we considered exercise products, personal care products, home medical devices and general clinical services of large health care system in Hyderabad. The problem was solved and results are discussed

media mix planning, analytic hierarchy process(AHP), goal programming(GP)


IJTSRD2210
Volume-1 | Issue-4, June 2017
564-570
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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