Applying the fuzzy analytical hierarchy process in digital marketing

Kaltenrieder, Patrick; D'Onofrio, Sara; Portmann, Edy (2015). Applying the fuzzy analytical hierarchy process in digital marketing. In: Fuzzy Optimization and Multi-Criteria Decision Making in Digital Marketing (pp. 202-232). Hershey, PA: IGI Global 10.4018/978-1-4666-8808-7.ch010

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The fuzzy analytical network process (FANP) is introduced as a potential multi-criteria-decision-making (MCDM) method to improve digital marketing management endeavors. Today’s information overload makes digital marketing optimization, which is needed to continuously improve one’s business, increasingly difficult. The proposed FANP framework is a method for enhancing the interaction between customers and marketers (i.e., involved stakeholders) and thus for reducing the challenges of big data. The presented implementation takes realities’ fuzziness into account to manage the constant interaction and continuous development of communication between marketers and customers on the Web. Using this FANP framework, the marketers are able to increasingly meet the varying requirements of their customers. To improve the understanding of the implementation, advanced visualization methods (e.g., wireframes) are used.

Item Type:

Book Section (Book Chapter)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems > Information Management
03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems

UniBE Contributor:

Kaltenrieder, Patrick; D'Onofrio, Sara and Portmann, Edy

Subjects:

000 Computer science, knowledge & systems
600 Technology > 650 Management & public relations
300 Social sciences, sociology & anthropology > 330 Economics

ISBN:

9781466688087

Publisher:

IGI Global

Projects:

[388] Knowledge Aggregation, Representation and Reasoning
[389] Requirements Analysis with Words

Language:

English

Submitter:

Patrick Kaltenrieder

Date Deposited:

08 Jan 2015 15:11

Last Modified:

11 Sep 2017 13:52

Publisher DOI:

10.4018/978-1-4666-8808-7.ch010

BORIS DOI:

10.7892/boris.61470

URI:

https://boris.unibe.ch/id/eprint/61470

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