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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Summary: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.
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ISSN:0309-0566
1758-7123
DOI:10.1108/EUM0000000005729