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| Author: | Davies, M. |
| Title: | Adaptive AHP: a review of marketing applications with extensions |
| Journal: | European Journal of Marketing
2001 : VOL. 35:7-8, p. 872-893 |
| Index terms: | MARKETING DECISION SUPPORT SYSTEMS DECISION RULES KNOWLEDGE-BASED SYSTEMS |
| Language: | eng |
| Abstract: | A review of marketing applications of the analytic hierarchy process (AHP) shows that major concerns involve the accuracy of knowledge elicitation and choice of a suitable knowledge base. Decision support is suggested with a series of decision rules based on different variation of AHP for both structuring and evaluation, presented in the user interface. Models that solved historical information needs can also be adapted for current marketing conditions by incorporating AHP within a marketing knowledge-based decision support system (KB-DSS). Current decision rules might be chosen on the basis of past behaviour that has proved successful, sharing similar marketing conditions and characteristics, captured within a suitable knowledge base. |
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