Adaptive AHP: a review of marketing applications with extensions

Mark A. P. Davies

63 citations0/0 files storedEuropean Journal of Marketing

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Multi-Criteria Decision Making Decision Support System Applications Strategic Planning and Analysis

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 variations 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. Decision rules are then chosen on the basis of their relevance to the current problem, based on historical AHP case data that are continuously revised. This proposal reduces data collection and processing time.

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References

1984Case Study Research: Design and Methods 2008Qualitative Data Analysis 1985The Analytic Hierarchy Process 1977A scaling method for priorities in hierarchical structures 1979Optimization by the Analytic Hierarchy Process 1986The Analytic Hierarchy Process—A Survey of the Method and its Applications 1980Marketing Applications of the Analytic Hierarchy Process 1998A decision support system for supplier selection using an integrated analytic hierarchy process and linear programming

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