Six Sigma Based Integrated Mathematical Model for Optimizing Electronic Marketing Decisions

Web-based systems have been utilized widely. These systems enable consumers to be aware of the product and provide them additional information to set the final purchase. Therefore, configuring electronic marketing outlets is necessary. Here, the author points out different aspects of information technology (IT) in marketing. The author proposes an integrated mathematical framework to optimize decisions in web-based marketing environment considering online catalogues. Using the concepts of management information systems, the customers’ visit data of viewing the producers’ websites and web-based catalogues are recorded. These data are applied in marketing optimizations. The six sigma concept is considered as a threshold for attractiveness of customers on a product. The effectiveness and applicability of the proposed integrated model is illustrated in numerical examples.

Electronic Marketing (E-Marketing), Information Technology, Integrated Marketing Optimization, Mathematical Programming, Six Sigma