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...

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Bibliographic Details
Published in:	European journal of marketing Vol. 35; no. 7/8; pp. 872 - 894
Main Author:	Davies, Mark
Format:	Journal Article
Language:	English
Published:	Bradford MCB UP Ltd 01.08.2001 Emerald Group Publishing Limited
Subjects:	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
Online Access:	Get full text
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