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

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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 MCDM;ANP TOPSIS
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
顯示於類別:	[餐旅管理系] 期刊論文

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