A New Integrated Model for Marketing Strategy Selection based on MCDM Techniques

The main purpose of this paper is to propose a new model for determining the appropriate marketing strategy based on MCDM. In this regard, a multiple criteria decision making framework is developed to determine the most appropriate marketing strategy. In this framework, first FPM method is applied to calculate the relative importance of these criteria. Then VIKOR method is used for the purpose of ranking strategies based on the selection criteria. The feasibility of the proposed model is demonstrated by applying the framework in a real Case study. Moreover, this framework can be easily understood and applied by marketing strategists in other Cases.

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