Criteria Weighting and 4P's Planning in Marketing Using a Fuzzy Metric Distance and AHP Hybrid Method

Abstract

Production and consumption relationship shows that marketing plays an important role in enterprises. In the competitive market, it is very important to be able to sell rather than produce. Nowadays, marketing is customer- oriented and aims to meet the needs and expectations of customers to increase their satisfaction. While creating a marketing strategy, an enterprise must consider many factors. Which is why, the process can and should be considered as a multi-criteria decision making (MCDM) case. In this study, marketing strategies and marketing decisions in the new-product-development process has been analyzed in a macro level. To deal quantitatively with imprecision or uncertainty, fuzzy sets theory has been used throughout the analysis. © 2014 Copyright: the authors.