THE SELECTION OF MARKETING STRATEGY BY USING OF COMBINATION DECISION MAKING WAYS ANP AND TOPSIS: THE CASE STUDY EXCELLENT AND NORMAL HOTELS IN KHOUZESTAN, TEHRAN AND ESFAHAN CENTER CITIES

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HAJIPOUR BAHMAN; MOMENI MANSOUR; GHASEMI ZAHRA

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Journal Paper

Paper Information

Journal: QUANTITATIVE RESEARCHES IN MANAGEMENT Year:2012 | Volume:3 | Issue:1 Page(s): 81-98

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Title

THE SELECTION OF MARKETING STRATEGY BY USING OF COMBINATION DECISION MAKING WAYS ANP AND TOPSIS: THE CASE STUDY EXCELLENT AND NORMAL HOTELS IN KHOUZESTAN, TEHRAN AND ESFAHAN CENTER CITIES

Author(s)

HAJIPOUR BAHMAN | MOMENI MANSOUR | GHASEMI ZAHRA | Issue Writer Certificate

Keywords

MCDM

ANP

TOPSIS

MARKETING STRATEGY

Abstract

The purpose of this study is conducted MARKETING STRATEGY using a combination of ANP and TOPSIS decision-making approaches using a five-step algorithm in Preferred and normal hotels at the center of Khuzestan, Tehran, Isfahan provinces. First, using network analysis process, the weights associated with several indicators are identified and further evaluated using TOPSIS approach to prioritize marketing strategies are explored. In this research competitive marketing strategies provided by the Porter's cost leadership, differentiation and focus have been applied. Criteria provided by the HoliCustomer linking capabilities(CLC), Managerial capabilities(MC), Market innovation capabilities (MIC), Human resource assets(HRA) and Reputational assets (RA) were selected as indicators in this study. The structure that offered this article was understandable easily and can be implemented by experts of hotel industry and other industries for determining the most suitable MARKETING STRATEGY. After paired comparison data analysis approach and the approach of ANP Super Decisions software and TOPSIS procedure, human assets index(HRA) and the differentiation strategy(DS)had the highest priority.

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APA: Copy

HAJIPOUR, BAHMAN, MOMENI, MANSOUR, & GHASEMI, ZAHRA. (2012). THE SELECTION OF MARKETING STRATEGY BY USING OF COMBINATION DECISION MAKING WAYS ANP AND TOPSIS: THE CASE STUDY EXCELLENT AND NORMAL HOTELS IN KHOUZESTAN, TEHRAN AND ESFAHAN CENTER CITIES. QUANTITATIVE RESEARCHES IN MANAGEMENT, 3(1), 81-98. SID. https://sid.ir/paper/644688/en

Vancouver: Copy

HAJIPOUR BAHMAN, MOMENI MANSOUR, GHASEMI ZAHRA. THE SELECTION OF MARKETING STRATEGY BY USING OF COMBINATION DECISION MAKING WAYS ANP AND TOPSIS: THE CASE STUDY EXCELLENT AND NORMAL HOTELS IN KHOUZESTAN, TEHRAN AND ESFAHAN CENTER CITIES. QUANTITATIVE RESEARCHES IN MANAGEMENT[Internet]. 2012;3(1):81-98. Available from: https://sid.ir/paper/644688/en

IEEE: Copy

BAHMAN HAJIPOUR, MANSOUR MOMENI, and ZAHRA GHASEMI, “THE SELECTION OF MARKETING STRATEGY BY USING OF COMBINATION DECISION MAKING WAYS ANP AND TOPSIS: THE CASE STUDY EXCELLENT AND NORMAL HOTELS IN KHOUZESTAN, TEHRAN AND ESFAHAN CENTER CITIES,” QUANTITATIVE RESEARCHES IN MANAGEMENT, vol. 3, no. 1, pp. 81–98, 2012, [Online]. Available: https://sid.ir/paper/644688/en

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