Chapter 5: Analytic Hierarchy Process for Generation and Evaluation of Marketing Mix Strategies

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Chapter 5

The chapter proposes an alternative to the decision calculus approach to marketing mix determination. The analytic hierarchy process is the model employed for the generation and evaluation of creative marketing mix strategies. The benefits and possibilities of further research are also discussed.

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Book Information

Pages: 22
Published: 1987
New Copyright: 2011
ISBN: 9781613110690
Categories:, ,
Authors:,

Author information


Elizabeth F. Dunn Elizabeth F. Dunn

Dr. Elizabeth F. Dunn was the Senior Management Consultant in the Department of Marketing at the Greenfield Research Center at Thomas Jefferson University in the 1990s. She also co-authored one of the chapters of Contemporary Marketing Practice with Jerry (Yoram) Wind in the late 1980s.


Jerry (Yoram) Wind Jerry (Yoram) Wind

Jerry (Yoram) Wind is the Lauder Professor, the Academic Director of the Wharton Fellows Program, the Director of the SEI Center for Advanced Studies in Management, as well as a Professor of Marketing at the Wharton School of Business at the University of Pennsylvania.

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