Naval Research Logistics
The paper focuses on integrating the multiple criteria decision making (MCDM) models within the decision support system (DSS) framework to encourage greater use of these models. A DSS framework and the criteria used for the choice of a model is discussed. Based on these criteria MCDM models generally used in the marketing field are evaluated. The possibility of using a mixture of MCDM models within the DSS framework is also explored. Following this, the role of the MCDM models in DSS is delineated. It is argued that, within the problem-solving process, the confluence of MCDM models and DSS plays a vital role in developing high-quality solutions.
Javalgi, Rajshekhar G. and Jain, Hemant K., "Integrating Multiple Criteria Decision-Making Models Into the Decision Support System Framework for Marketing Decisions" (1988). Marketing. Paper 50.
Javalgi, R. G., & Jain, H. K. (1988). Integrating multiple criteria decision making models into the decision support system framework for marketing decisions. Naval Research Logistics, 35, 6, 575-596.
(c) 1988 Wiley-Blackwell