Metody formalne optymalizujące wybór grup docelowych dla przekazu marketingowego
Quantity approach to the optimization of target groups for marketing strategy

Summary/Abstract: Close relations with the customer and the analysis of customer service costs and revenues generated by them, as well as databases and information technology become the condition for an effective marketing orientation. The analysis cannot do without models referring to terms of companies’ activities. The models of the instruments of their influence on the market allow under conditions of the changing market environment to predict the results of the planned activities. For these reasons, much attention is paid to the design and formal verification of empirical models to optimize operations in the field of marketing communication addressed to a client in order to develop its value for the company. The paper reviews formal models used to optimize the selection of target groups for marketing communication.

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