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In the literature of data mining, many different algorithmsfor association rule mining have been proposed. However,there is relatively little study on how association rules can aidin more specific targets. In this paper, one of the applicationsfor association rules - maximal-profit item selection with cross-selling effect (MPIS) problem - is investigated. The problemis about selecting a subset of items which can give the maximalprofit with the consideration of cross-selling. We provethat a simple version of this problem is NP-hard. We proposea new approach to the problem with the consideration of theloss rule - a kind of association rule to model the cross-sellingeffect. We show that the problem can be transformed to aquadratic programming problem. In case quadratic programmingis not applicable, we also propose a heuristic approach.Experiments are conducted to show that both of the proposedmethods are highly effective and efficient.