Criteria Weighting and 4P's Planning in Marketing Using a Fuzzy Metric Distance and AHP Hybrid Method

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

INTERNATIONAL JOURNAL OF COMPUTATIONAL INTELLIGENCE SYSTEMS, vol.7, pp.94-104, 2014 (SCI-Expanded) identifier identifier

  • Publication Type: Article / Article
  • Volume: 7
  • Publication Date: 2014
  • Doi Number: 10.1080/18756891.2014.853936
  • Journal Name: INTERNATIONAL JOURNAL OF COMPUTATIONAL INTELLIGENCE SYSTEMS
  • Journal Indexes: Science Citation Index Expanded (SCI-EXPANDED), Scopus
  • Page Numbers: pp.94-104
  • Keywords: Marketing Strategy Selection, MCDM, AHP, Fuzzy Metric Distance, ANALYTIC HIERARCHY PROCESS, EXTENT ANALYSIS METHOD, DECISION-MAKING, SELECTION, NETWORK, NUMBERS
  • 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.