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Computer Solutions to Minimum-Cover Problems

Operations Research 1969 17(3), 455-465
A covering problem may be stated as follows: [Formula: see text] An algorithm has been programmed on the IBM 7094 for solving such problems. For a given problem, it generates a set of independent “locally-optimum” solutions. If p is the probability that any one solution is actually an optimum, then for n independently generated solutions we have a prob-babiiity of 1−(1 − p)n that an optimal solution appears in the set generated. Computational experience indicates that this approach yields good results for large problems (up to m · n ≦ 0.5 × 106).

An Appraisal of Some Shortest-Path Algorithms

Operations Research 1969 17(3), 395-412
This paper treats five discrete shortest-path problems: (1) determining the shortest path between two specified nodes of a network; (2) determining the shortest paths between all pairs of nodes of a network; (3) determining the second, third, etc., shortest path; (4) determining the fastest path through a network with travel times depending on the departure time; and (5) finding the shortest path between specified endpoints that passes through specified intermediate nodes. Existing good algorithms are identified while some others are modified to yield efficient procedures. Also, certain misrepresentations and errors in the literature are demonstrated.

Broadening the Concept of Marketing

Journal of Marketing 1969 33(1), 10-15
Marketing is a pervasive societal activity that goes considerably beyond the selling of toothpaste, soap, and steel. The authors interpret the meaning of marketing for nonbusiness organizations and the nature of marketing functions such as product improvement, pricing, distribution, and communication in such organizations. The question considered is whether traditional marketing principles are transferable to the marketing of organizations, persons, and ideas.