FUZZY GROUP DECISION MAKING IN PURSUIT OF A COMPETITIVE MARKETING STRATEGY

DOI10.1142/S0219622010003828zbMath1186.90066MaRDI QIDQ3560045

Chin-Tsai Lin, Cheng-Shiung Wu, Chuan Lee

Publication date: 19 May 2010

Published in: International Journal of Information Technology & Decision Making (Search for Journal in Brave)

zbMATH Keywords

marketing strategymultiple criteria decision making (MCDM)fuzzy analytic hierarchy process (AHP)marketing resources and capabilitiesresources-based view (RBV)

Mathematics Subject Classification ID

Management decision making, including multiple objectives (90B50) Marketing, advertising (90B60)

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