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| Author: | Hsu, P-F. |
| Title: | Selection and appropriate Internet advertising network using fuzzy analytic hierachy process and Grey Relational Analysis |
| Journal: | Journal of International Selling and Sales Management
2004 : AUTUMN, VOL. 10:2, p. 55-72 |
| Index terms: | Advertising Drinks industry Internet Networks Taiwan |
| Language: | eng |
| Abstract: | A new analytical model for selecting Internet advertising networks is presented in this study. The model includes first adopts the "Fuzzy Analytic Hierarchy Process (Fuzzy AHP) to determine the relative weights of evaluation criteria. Grey Relational Analysis (GRA) is then performed to rank the alternatives and select the optimum Internet advertising network for advertisers. Moreover, a renowed Taiwanese beverage manufacturer is used as an example of how an Internet advertising network can be selected using this model. |
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