Optimizing A Marketing Expert Decision Process for the Private Hotel

CNU IR > College of Smart Living > Dept. of Hotel and Restaurant Management > Periodical Articles > Item 310902800/23242

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题名:	Optimizing A Marketing Expert Decision Process for the Private Hotel
作者:	Chin-Tsai Lin Chuan Lee Cheng-Shiung Wu
贡献者:	餐旅管理系
关键词:	Marketing expert decision process Fuzzy analytic network process (fuzzy ANP) Multiple criteria decision-making (MCDM) Private hotel
日期:	2009-04
上传时间:	2010-11-17 17:07:05 (UTC+8)
摘要:	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
显示于类别:	[Dept. of Hotel and Restaurant Management] Periodical Articles

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