Utilização de métodos exatos para a resolução do problema de marketing direto com oferta de produtos

Abstract

The increasing competitiveness requires more operational efficiency and rationalization of the employed resources. In this context, the use of engineering tools is essential for companies to maximize their profits and ensure their survival. One of the industrial engineering area responsible for this optimization is Operations Research. Within this area is inserted the problem of direct marketing with product offer, which aims to maximize the profit of the organizations through a mathematical model in which m products have to be offered to n clients, given the budget, costs and minimum and maximum offers constraints. This study purposes to solve the problem of direct marketing with product offering through exact methods. The research method is through mathematical modeling and operational research approach. Standard instances available in the literature were used to solve the problem. The main result of this work is the solution values found and execution times of the problem, which have obtained significant results and allow to conclude that all instances of the problem can be solved through exact methods. It is also relevant the work’s contribution to companies that seek to optimize their decision-making based on data, thus increasing its effectiveness.