An Integration of MCDM Methods for Marketing Strategy Selection

Rohollah Yousefi


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.

Full Text:



Avazpour, R, Ebrahimi, E, & Fathi, M.R (2013). A 360 Degree Feedback Model for Performance Appraisal Based on Fuzzy AHP and TOPSIS, International Journal of Economy, Management and Social Sciences, 2 (11), 969-976.

Buckley, JJ .(1985). Fuzzy hierarchical analysis. Fuzzy Sets Syst 17:233–247.

Cavusgil, S., & Zou, S. (1994). Marketing strategy-performance relationship: An investigation of the empirical link in export market ventures. Journal of Marketing, 58, 1-21.

Chaghooshi, A, Safari, H, & Fathi, M.R. (2012). Integration of Fuzzy AHP and Fuzzy GTMA for Location Selection of Gas Pressure Reducing Stations: A Case Study, Journal of Management Research 4 (3), 152-169.

Chaghooshi , A, Fathi ,M.R, Avazpour, R, & Ebrahimi, E. (2014). A Combined Approach for Supplier Selection: Fuzzy AHP and Fuzzy VIKOR, International Journal of Engineering Sciences 3 (8), 67-74.

Chang, DY .(1996). Applications of the extent analysis method on fuzzy AHP. European Journal of Operational Research, 95:649–655.

El-ansary, A. (2006). Marketing strategy: taxonomy and frameworks. European Business Review, 18(4), 266-293.

Hooley, G., Lynch, J., & Jobber, D. (1992). Generic marketing strategies. Intern. J. of Research in Marketing, 9, 75-89.

Jain, S. (2000). Marketing, Planning and Strategy Case Book. Boston: Cengage Learning.

Jain, S., & Punj, G. (1987). Developing marketing strategy: a framework. Marketing Intelligence & Planning, 5(1), 34-9.

Kahraman, C., Cebeci, U., Ulukan, Z. (2003). Multi-criteria supplier selection using fuzzy AHP. Logist Inf Manag 16(6):382–394.

Karsak, E. E. (2002). Distance-based fuzzy MCDM approach for evaluating flexible manufacturing system alternatives. International Journal of Production Research 40(13), 3167–3181.

Kaufmann, A., and Gupta, M. M. (1988). Fuzzy mathematical models in engineering and management science. Amsterdam: North-Holland.

Kotler, P. (1994). Marketing Management: Analysis, Planning, Implementation, and Control. New Jersey: Prentice-Hall.

Li, S., Kinman, R., Duan, Y., & Edwards, J. (2000). Computer-based support for marketing strategy development. Europian Journal of Marketing, 34(5), 551-575.

Manu, F., & Sriram, V. (1996). Innovation, marketing strategy, environment and performance. Journal of Business Research, 35, 79-91.

Miles, R., & Snow, C. (1978). Organizational strategy, structure, and process. New York: McGraw-Hill.

Moradzadehfard, M, Fathi, M.R, Faghih, A, & Omidian, A. (2011). Ranking of Automobile Companies in Tehran Stock Exchange Using of GTMA and fuzzy AHP Methodology, American Journal of Scientific Research, 33-45.

Opricovic. (1998). “Multi-criteria optimization of civil engineering systems, “Faculty of Civil Engineering, Belgrade.

Opricovic, S., & Tzeng, G. H. (2002). Multi criteria planning of post earthquake sustainable reconstruction, Computer-Aided Civil and Infrastructure Engineering, no.17, pp. 211–220.

Paswan, A., Blankson, C., & Guzman, F. (2011). Relationalism in marketing channels and marketing strategy. European Journal of Marketing, 45(3), 311-333.

Porter, M. (1980). Competitive strategy: Techniques for analyzing industries and competitors. New York: The Free Press.

Rust, R., Lemon, K., & Zeithaml, V. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68, 109–127.

Safari, H., & Ebrahimi, E. (2014). Using Modified Similarity Multiple Criteria Decision Making technique to rank countries in terms of Human Development Index. Journal of Industrial Engineering and Management, 7(1), 254-275.

Safari, H, Fathi, M.R, & Faghih, A. (2011). Applying fuzzy AHP and fuzzy TOPSIS to Machine Selection, Journal of American Science, 7 (9), 755-765.

Safari, H, Fathi, M.R, Omidian, A, & Zarchi, M.K. (2011). Formulation of Human Resource Management Strategies by Integration of SWOT and ANP with Fuzzy AHP Methodology (Case Study: Tehran Province Gas Company), American Journal of Scientific Research 29, 41-58.

Siraliova, J., & Angelis, J. (2006). Marketing strategy in the Baltics: Standardise or adapt? Baltic Journal of Management, 1(2), 169-187.

Slater, S., & Olson, E. (2001). Marketing’s contribution to the implementation of business strategy: an empirical analysis. Strategic Management Journal, 22(11), 1055-67.

Vaidya, OS, Kumar, S .(2006). Analytic hierarchy process: an overview of applications. European Journal of Operational Research, 169:1–29.

Van Laarhoven, PJM, Pedrcyz, W. (1983). A fuzzy extension of Saaty’s priority theory. Fuzzy Sets Syst 11:229–241.

Wang, YJ, Lee, HS. (2007). Generalizing TOPSIS for fuzzy multicriteria group decision making. Comput Math Appl 53:1762–1772.

Wu, C., Lin, C., & Lee, C. (2010). Optimal marketing strategy: A decision-making with ANP and TOPSIS. Int. J. Production Economics, 190–196.

Zadeh, L. A. (1965). Fuzzy sets. Information and Control, 8(3), 338–353.

Zadeh, L. A. (1975). The concept of a linguistic variable and its application to approximate reasoning-I. Information Sciences, 8(3), 199–249.

Saaty, T.L. (2000). Fundamentals of Decision Making with the Analytic Hierarchy Process, RWS Publications, Pittsburgh.


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

Copyright ©2013 Academic Journals Center

To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.