Criteria Weighting and 4P's Planning in Marketing Using a Fuzzy Metric Distance and AHP Hybrid Method

DOI

10.1080/18756891.2014.853936How to use a DOI?

Keywords

Marketing Strategy Selection, MCDM, AHP, Fuzzy Metric Distance

Abstract

Production and consumption relationship shows that marketing plays an important role in enterprises. In the competitive market, it is very important to be able to sell rather than produce. Nowadays, marketing is customer- oriented and aims to meet the needs and expectations of customers to increase their satisfaction. While creating a marketing strategy, an enterprise must consider many factors. Which is why, the process can and should be considered as a multi-criteria decision making (MCDM) case. In this study, marketing strategies and marketing decisions in the new-product-development process has been analyzed in a macro level. To deal quantitatively with imprecision or uncertainty, fuzzy sets theory has been used throughout the analysis.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - JOUR
AU  - Tuncay Gürbüz
AU  - Y.Esra Albayrak
AU  - Elif Alaybeyoğlu
PY  - 2014
DA  - 2014/01/01
TI  - Criteria Weighting and 4P's Planning in Marketing Using a Fuzzy Metric Distance and AHP Hybrid Method
JO  - International Journal of Computational Intelligence Systems
SP  - 94
EP  - 104
VL  - 7
IS  - Supplement 1
SN  - 1875-6883
UR  - https://doi.org/10.1080/18756891.2014.853936
DO  - 10.1080/18756891.2014.853936
ID  - Gürbüz2014
ER  -