Optimal marketing strategy- A decision-making with ANP and TOPSIS

CNU IR > College of Smart Living > Dept. of Hotel and Restaurant Management > Periodical Articles > Item 310902800/25251

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

Title:	Optimal marketing strategy- A decision-making with ANP and TOPSIS
Authors:	Cheng-Shiung Wu Chin-Tsai Lin Chuan Lee
Contributors:	餐旅管理系
Keywords:	Marketingstrategy MCDM;ANP TOPSIS
Date:	2010-09
Issue Date:	2012-05-23 15:46:48 (UTC+8)
Abstract:	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.
Relation:	International Journal of Production Economics 127(1)：p.190-196
Appears in Collections:	[Dept. of Hotel and Restaurant Management] Periodical Articles

Files in This Item:

File	Description	Size	Format
99_83_j.pdf		350Kb	Adobe PDF	706	View/Open
index.html		0Kb	HTML	2862	View/Open