Designing A Knowledge- Based System For Marketing Strategy: A DEA Approach

سال انتشار: 1390
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 1,657

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شناسه ملی سند علمی:

SYSTEMAPPROACH01_014

تاریخ نمایه سازی: 19 اردیبهشت 1391

چکیده مقاله:

The purpose of this paper is to better understand the selection of a distribution channels strategy for organization in multiple channels environments. Successful strategy implementation is based on effective evaluation tool. To effectively implement strategy process, this work proposes an integrated frame work for identify selecting distribution channels and knowledge-based system approach using Data envelopment analysis (DEA). This decision support system converts numerical data in to information that can be used to establish strategy in multiple channels environments. Accordingly, this study can usefully be implemented in identifying channel choice in financial service. This system offers a very fast way to establish the marketing strategy based on the consumer behavior in multiple channels environments.

نویسندگان

Tooran Asefia

Department of Management, Islamic Azad University, Neyshabur Branch, Neyshabur, Iran

Alireza Davoodi

Assistant professor of mathematics,Department of Mathematics, Islamic Azad University, Neyshabur Branch, Neyshabur, Iran.

Alireza Pooya

Assistant professor of management,Department of Management, Ferdowsi university of Mashhad, Iran.

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