Criteria Weighting and 4P's Planning in Marketing Using a Fuzzy Metric Distance and AHP Hybrid Method
Production and consumption relationship shows that marketing plays an important role in enterprises. In the competitive market, it is very important to be able to sell rather than produce. Nowadays, marketing is customer- oriented and aims to meet the needs and expectations of customers to increase...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer
2014-01-01
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| Series: | International Journal of Computational Intelligence Systems |
| Subjects: | |
| Online Access: | https://www.atlantis-press.com/article/25868559.pdf |
| _version_ | 1818040868610768896 |
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| author | Tuncay Gürbüz Y.Esra Albayrak Elif Alaybeyoğlu |
| author_facet | Tuncay Gürbüz Y.Esra Albayrak Elif Alaybeyoğlu |
| author_sort | Tuncay Gürbüz |
| collection | DOAJ |
| description | Production and consumption relationship shows that marketing plays an important role in enterprises. In the competitive market, it is very important to be able to sell rather than produce. Nowadays, marketing is customer- oriented and aims to meet the needs and expectations of customers to increase their satisfaction. While creating a marketing strategy, an enterprise must consider many factors. Which is why, the process can and should be considered as a multi-criteria decision making (MCDM) case. In this study, marketing strategies and marketing decisions in the new-product-development process has been analyzed in a macro level. To deal quantitatively with imprecision or uncertainty, fuzzy sets theory has been used throughout the analysis. |
| first_indexed | 2024-12-10T08:21:22Z |
| format | Article |
| id | doaj.art-80f639c3d23c4875aeae6c9dcfe7be25 |
| institution | Directory Open Access Journal |
| issn | 1875-6883 |
| language | English |
| last_indexed | 2024-12-10T08:21:22Z |
| publishDate | 2014-01-01 |
| publisher | Springer |
| record_format | Article |
| series | International Journal of Computational Intelligence Systems |
| spelling | doaj.art-80f639c3d23c4875aeae6c9dcfe7be252022-12-22T01:56:20ZengSpringerInternational Journal of Computational Intelligence Systems1875-68832014-01-01710010.1080/18756891.2014.853936Criteria Weighting and 4P's Planning in Marketing Using a Fuzzy Metric Distance and AHP Hybrid MethodTuncay GürbüzY.Esra AlbayrakElif AlaybeyoğluProduction and consumption relationship shows that marketing plays an important role in enterprises. In the competitive market, it is very important to be able to sell rather than produce. Nowadays, marketing is customer- oriented and aims to meet the needs and expectations of customers to increase their satisfaction. While creating a marketing strategy, an enterprise must consider many factors. Which is why, the process can and should be considered as a multi-criteria decision making (MCDM) case. In this study, marketing strategies and marketing decisions in the new-product-development process has been analyzed in a macro level. To deal quantitatively with imprecision or uncertainty, fuzzy sets theory has been used throughout the analysis.https://www.atlantis-press.com/article/25868559.pdfMarketing Strategy SelectionMCDMAHPFuzzy Metric Distance |
| spellingShingle | Tuncay Gürbüz Y.Esra Albayrak Elif Alaybeyoğlu Criteria Weighting and 4P's Planning in Marketing Using a Fuzzy Metric Distance and AHP Hybrid Method International Journal of Computational Intelligence Systems Marketing Strategy Selection MCDM AHP Fuzzy Metric Distance |
| title | Criteria Weighting and 4P's Planning in Marketing Using a Fuzzy Metric Distance and AHP Hybrid Method |
| title_full | Criteria Weighting and 4P's Planning in Marketing Using a Fuzzy Metric Distance and AHP Hybrid Method |
| title_fullStr | Criteria Weighting and 4P's Planning in Marketing Using a Fuzzy Metric Distance and AHP Hybrid Method |
| title_full_unstemmed | Criteria Weighting and 4P's Planning in Marketing Using a Fuzzy Metric Distance and AHP Hybrid Method |
| title_short | Criteria Weighting and 4P's Planning in Marketing Using a Fuzzy Metric Distance and AHP Hybrid Method |
| title_sort | criteria weighting and 4p s planning in marketing using a fuzzy metric distance and ahp hybrid method |
| topic | Marketing Strategy Selection MCDM AHP Fuzzy Metric Distance |
| url | https://www.atlantis-press.com/article/25868559.pdf |
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