CRITERIA WEIGHING AND 4P'S PLANNING IN MARKETING USING A FUZZY METRIC DISTANCE AND AHP HYBRID METHOD

GÜRBÜZ T., ALBAYRAK Y. E., Alaybeyoglu E.

10th International Conference on Fuzzy Logic and Intelligent Technologies in Nuclear Science (FLINS), İstanbul, Turkey, 26 - 29 August 2012, vol.7, pp.255-260 identifier identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 7
  • City: İstanbul
  • Country: Turkey
  • Page Numbers: pp.255-260
  • Galatasaray University Affiliated: Yes

Abstract

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.