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Bibliographic Data
Control Number314292
Date and Time of Latest Transaction20150706094059.AM
General Information150706s |||||||||b ||00|||
Cataloging SourceSTII-DOST
Local Call NumberScienceDirect
Main Entry - Personal NameChuan Lee
 Chin-Tsai Lin
 Cheng-Shiung Wu
Title StatementOptimal marketing strategy A decision-making with ANP and TOPSIS by Cheng-Shiung Wu, Chin-Tsai Lin and Chuan Lee
Physical Descriptionpages 190-196 computer file; text; 282kb
Summary, Etc.The purpose of the current study is to model the marketing strategy decision-making problem as a multi-criteria decision-making (MCDM) problem and provide a five-step decision support framework to make and carefully assess the marketing strategies. A marketing strategy decision-making framework is essential for marketing strategists to determine the most appropriate marketing strategy 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 marketing strategy. In addition, the results provide guidance to private hotel managers on marketing strategies 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 marketing strategy
Subject Added Entry - Topical TermSocial sciences
 Marketing strategy
 Analytic Network Process (ANP)
 Technique for order preference by similarity to an ideal solution (TOPSIS)
LocationDOST STII ScienceDirect NONPRINTS NP 14-16594 1 14-16594 Online/Download 2012-01-19
  
     
 
Physical Location
Department of Science and Technology
Science and Technology Information InstituteScienceDirect
  
     
 
Digital Copy
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