SELECTING A MARKETING STRATEGY USING THE ANALYTIC HIERARCHY PROCESS
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
Marketing is linked with the very broad set of different activities in the company and selection and setting of an appropriate strategy is considered as one of them. Strategy as a term has been originally connected with meaning – to wage a war and military operations in such a way to achieve victory. Nowadays, it can be connected with corporate management as a guide how to coordinate the activities of the company through a team of people in a way to meet the goals within the business. The main aim of the paper was to propose a process of selecting an appropriate marketing strategy from a group of alternatives based on criteria representing the key characteristics of the company in a direct connection with marketing. For this selection the Analytic Hierarchy Process as a multicriterial method was used, as it provides a comprehensive and coherent approach for structuring the problem and allows select the most suitable type of marketing strategy for the company through set of criteria. Analysis has shown that the development strategy is suitable for the selected company.
Authors and Affiliations
Hana Janáková, Róbert Tomčík
Keywords
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