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    Please use this identifier to cite or link to this item: https://ir.cnu.edu.tw/handle/310902800/25251

    標題: Optimal marketing strategy- A decision-making with ANP and TOPSIS
    作者: Cheng-Shiung Wu
    Chin-Tsai Lin
    Chuan Lee
    貢獻者: 餐旅管理系
    關鍵字: Marketingstrategy
    日期: 2010-09
    上傳時間: 2012-05-23 15:46:48 (UTC+8)
    摘要: The purpose of the current study is to model the marketingstrategydecision-making problem as a multi-criteria decision-making (MCDM) problem and provide a five-step decision support framework to make and carefully assess the marketingstrategies. Amarketingstrategydecision-making framework is essential for marketing strategists to determine the most appropriate marketingstrategy in an efficient manner. The contribution of the current study lies in the practical implementation of the integration of the analytic network process (ANP) and technique for order preference by similarity to an ideal solution (TOPSIS), which can be utilized by marketing strategists in a real industry to determine the appropriate marketingstrategy. In addition, the results provide guidance to private hotel managers on marketingstrategies that can help them to obtain a competitive advantage by evaluating their specific and limited marketing resources. The proposed framework can be easily understood and followed by marketing strategists to determine the appropriate marketingstrategy.
    關聯: International Journal of Production Economics 127(1):p.190-196
    Appears in Collections:[餐旅管理系] 期刊論文

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