Optimizing a marketing expert decision process for the private hotel

Authors:
Chin-Tsai Lin;Chuan Lee;Cheng-Shiung Wu
Affiliations:
Graduate School of Management, Ming Chuan University, 250, Section 5, Chung Shan North Road, Taipei 11103, Taiwan, ROC;Graduate School of Management, Ming Chuan University, 250, Section 5, Chung Shan North Road, Taipei 11103, Taiwan, ROC;Graduate School of Management, Ming Chuan University, 250, Section 5, Chung Shan North Road, Taipei 11103, Taiwan, ROC
Venue:
Expert Systems with Applications: An International Journal
Year:
2009

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Abstract

The study builds on the marketing strategy decision process for marketing experts. Marketing strategy decision-making is necessary for marketing experts to determine a more efficient appropriate marketing strategy. Selecting the best marketing strategy is a multiple criteria decision-making (MCDM) problem, due to the complexity and difficulty of allocated specific resources and capabilities. This study provides a five-step decision-making process to enable careful marketing strategy assessment, and contributes to practical implementation for fuzzy analytic network process (fuzzy ANP) utilization by marketing experts in a real industry. The results also provide marketing strategy guidance to practitioners for capturing competitive advantage in elaborating specific and limited marketing resources. The proposed process is easily understood and followed by marketing experts to determine appropriate marketing strategy.