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.
關聯:
Expert Systems with Applications 36(3) pt.1：p.5613-5619
