An Integration of MCDM Methods for Marketing Strategy Selection

Rohollah Yousefi

Abstract


The main purpose of this paper is to propose a suitable model for determining the appropriate marketing strategy based on MCDM. Our Proposed approach is based on AHP and TOPSIS methods. AHP method is used in determining the weights of the criteria by decision makers and then rankings of Strategies are determined by TOPSIS method. A real case demonstrates the application of the proposed method.


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