Marketing
Document Type
Article
Publication Date
12-1988
Publication Title
Naval Research Logistics
Abstract
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.
Repository Citation
Javalgi, Rajshekhar G. and Jain, Hemant K., "Integrating Multiple Criteria Decision-Making Models Into the Decision Support System Framework for Marketing Decisions" (1988). Marketing. 50.
https://engagedscholarship.csuohio.edu/busmarkt_facpub/50
Original Citation
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.
DOI
10.1002/1520-6750(198812)35:6<575::AID-NAV3220350606>3.0.CO;2-9
Version
Postprint
Publisher's Statement
(c) 1988 Wiley-Blackwell
Volume
35
Issue
6
