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    Title: Optimizing A Marketing Expert Decision Process for the Private Hotel
    Authors: Chin-Tsai Lin
    Chuan Lee
    Cheng-Shiung Wu
    Contributors: 餐旅管理系
    Keywords: Marketing expert decision process
    Fuzzy analytic network process (fuzzy ANP)
    Multiple criteria decision-making (MCDM)
    Private hotel
    Date: 2009-04
    Issue Date: 2010-11-17 17:07:05 (UTC+8)
    Abstract: The study builds on the marketing strategy decision process for marketing experts. Marketing strategy decision-making is necessary for marketing experts to determine a more efficient appropriate marketing strategy. Selecting the best marketing strategy is a multiple criteria decision-making (MCDM) problem, due to the complexity and difficulty of allocated specific resources and capabilities. This study provides a five-step decision-making process to enable careful marketing strategy assessment, and contributes to practical implementation for fuzzy analytic network process (fuzzy ANP) utilization by marketing experts in a real industry. The results also provide marketing strategy guidance to practitioners for capturing competitive advantage in elaborating specific and limited marketing resources. The proposed process is easily understood and followed by marketing experts to determine appropriate marketing strategy.
    Appears in Collections:[Dept. of Hotel and Restaurant Management] Periodical Articles

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