Goal programming application to assignment problem in marketing

Abstract

The purpose of this article is to draw a comparison between linear programming and goal programming with respect to the assignment model. The presentation of goal programming attempts to strike a balance between theory and practice by presenting a simplified example to explain the principles and computation process of this technique without confusing the readers with excessive calculations. Goal programming is a modification and extension of linear programming which allows a simultaneous solution of a shstem of complex conflicting objectives rather than a single objective as in the case of linear programming. Thus, goal programming is a way of handling previously unsolvable linear programming problems. In comparing linear programming versus goal programming, two cases of assignment are presented. The first case had one single objective where linear programming is used while the second has multiple objectives where goal programming is used.