Adaptive AHP: a review of marketing applications with extensions

A review of marketing applications of the analytic hierarchy process (AHP) shows that major concerns involve the accuracy of knowledge elicitation and choice of a suitable knowledge base. Decision support is suggested with a series of decision rules based on different variations of AHP for both stru...

Celý popis

Uložené v:
Podrobná bibliografia
Vydané v:European journal of marketing Ročník 35; číslo 7/8; s. 872 - 894
Hlavný autor: Davies, Mark
Médium: Journal Article
Jazyk:English
Vydavateľské údaje: Bradford MCB UP Ltd 01.08.2001
Emerald Group Publishing Limited
Predmet:
Analytical hierarchy process
Case studies
Decision making
Decision support systems
Decisionsupport systems
Hierarchies
Integer programming
Knowledge
Marketing
Software
Software packages
Studies
Decision-support systems
Analytical hierarchy process
Marketing
ISSN:0309-0566, 1758-7123
On-line prístup:Získať plný text
Tagy: Pridať tag
Žiadne tagy, Buďte prvý, kto otaguje tento záznam!
Popis
Shrnutí:A review of marketing applications of the analytic hierarchy process (AHP) shows that major concerns involve the accuracy of knowledge elicitation and choice of a suitable knowledge base. Decision support is suggested with a series of decision rules based on different variations of AHP for both structuring and evaluation, presented in the user interface. Models that solved historical information needs can also be adapted for current marketing conditions by incorporating AHP within a marketing knowledge-based decision support system (KB-DSS). Current decision rules might be chosen on the basis of past behaviour that has proved successful, sharing similar marketing conditions and characteristics, captured within a suitable knowledge base. Decision rules are then chosen on the basis of their relevance to the current problem, based on historical AHP case data that are continuously revised. This proposal reduces data collection and processing time.
Bibliografia:filenameID:0070350705
istex:0ECB9A0D2D158F26723A63A5C51802409CCFB0E4
original-pdf:0070350705.pdf
ark:/67375/4W2-619QXKQG-4
href:eum0000000005729.pdf
ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
content type line 14
ObjectType-Article-2
ObjectType-Feature-1
content type line 23
ISSN:0309-0566
1758-7123
DOI:10.1108/EUM0000000005729