Optimization of Marketing Budget Allocation in Multifunctional Shopping Mall

Student: Kashnikova Darya

Supervisor:

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Marketing Technologies (Master)

Year of Graduation: 2019

This paper presents the development of a distribution model for the marketing budget of a multifunctional shopping complex, which allows to optimize costs and maximize profitability in the form of tenants' turnover operating in a shopping mall. The peculiarity of the model is that linear programming methods were used to solve it.

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