TY - JOUR
T1 - Integrating Multiple Criteria Decision-Making Models Into the Decision Support System Framework for Marketing Decisions
AU - Javalgi, Rajshekhar G.
AU - Jain, Hemant K.
N1 - 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.
PY - 1988/12/1
Y1 - 1988/12/1
N2 - 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.
AB - 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.
UR - https://engagedscholarship.csuohio.edu/busmarkt_facpub/50
U2 - 10.1002/1520-6750(198812)35:6<575::AID-NAV3220350606>3.0.CO;2-9
DO - 10.1002/1520-6750(198812)35:6<575::AID-NAV3220350606>3.0.CO;2-9
M3 - Article
VL - 35
JO - Naval Research Logistics
JF - Naval Research Logistics
ER -