Advanced MCDM Techniques and Emerging Trends for Marketing Applications DOI
Anuradha Yadav, Swati Sen,

Gowri Lakshmi Vanapalli

et al.

Advances in marketing, customer relationship management, and e-services book series, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 26

Published: Dec. 13, 2024

Decision-making in businesses, especially marketing, is increasingly becoming complex. The number of parameters that decision-makers need to evaluate numerous. Modern decision-making requires feeding customized inputs (such as stakeholder preferences) and dealing with ambiguity uncertainty, amongst others, based on the problem. This necessitated development advanced mathematical statistical techniques. chapter focuses Fuzzy Grey Methods, Utility-based preference modeling methods, ranking evaluation-based methods. Several examples from marketing domain are discussed for understanding scenarios which methods can be applied. By integrating sophisticated analytical techniques handle imprecision, non-linear relationships, heterogeneous data sources, businesses expected develop more adaptive, intelligent processes go beyond traditional linear approaches.

Language: Английский

Advanced MCDM Techniques and Emerging Trends for Marketing Applications DOI
Anuradha Yadav, Swati Sen,

Gowri Lakshmi Vanapalli

et al.

Advances in marketing, customer relationship management, and e-services book series, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 26

Published: Dec. 13, 2024

Decision-making in businesses, especially marketing, is increasingly becoming complex. The number of parameters that decision-makers need to evaluate numerous. Modern decision-making requires feeding customized inputs (such as stakeholder preferences) and dealing with ambiguity uncertainty, amongst others, based on the problem. This necessitated development advanced mathematical statistical techniques. chapter focuses Fuzzy Grey Methods, Utility-based preference modeling methods, ranking evaluation-based methods. Several examples from marketing domain are discussed for understanding scenarios which methods can be applied. By integrating sophisticated analytical techniques handle imprecision, non-linear relationships, heterogeneous data sources, businesses expected develop more adaptive, intelligent processes go beyond traditional linear approaches.

Language: Английский

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