The Application of PROMETHEE in Choosing the Best Promotion Service

Abstract

One of the common problems faced by companies of various types is the choice of the type of promotion that will present their products or services to a targeted group of consumers. Numerous elements influence this choice, some of which are budget, availability, sustainability, visibility, flexibility, innovation. This problem is well suited for the application of multicriteria decision making, and will thus serve as a case study in this paper. The problem discussed in the case study is the selection of a promotion service that is adequate for companies in Sarajevo Canton. The results of this research may be of particular importance to marketing agencies when designing packages of promotion services offered to companies in Bosnia and Herzegovina. The PROMETHEE is very useful and adequate in the multicriteria decision making process in economics and management. For the implementation of this method we used the Visual PROMETHEE software tool, which enables a wider and faster application of the method.