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Integrating Multiple Criteria Decision-Making Models Into The Decision Support System Framework For Marketing Decisions, Rajshekhar G. Javalgi, Hemant K. Jain
Integrating Multiple Criteria Decision-Making Models Into The Decision Support System Framework For Marketing Decisions, Rajshekhar G. Javalgi, Hemant K. Jain
Marketing
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 …