Decision-Making Models for Using Multimedia Marketing in Enterprises

A hybrid decision making system using DEA and fuzzy models for supplier selection in the presence of multiple decision makers

Using Dss for Marketing Decision-making: the Mdss

The development and deployment of a marketing decision support system (MDSS) represents an emerging trend in the field of marketing in which the increased application of decision support system (DSS) technology enhances decision-making. This research reviews recent advances in MDSS applications and technology in order to identify potential benefits and limitations of MDSS. The research supports...

A decision-making framework for precision marketing

Precision marketing offers personalized customer service and is used to help enterprises increase their profits by means of high-efficiency marketing. This paper presents a novel decision-making framework for precision marking using data-mining techniques. First, this study presents a trend model to accurately predict monthly supply quantity; second, it uses a RFM (Recency, Frequency and Moneta...

Improved marketing decision making in a customer churn prediction context using generalized additive models

Nowadays, companies are investing in a well-considered CRM strategy. One of the cornerstones in CRM is customer churn prediction, where one tries to predict whether or not a customer will leave the company. This study focuses on how to better support marketing decision makers in identifying risky customers by using Generalized Additive Models (GAM). Compared to Logistic Regression, GAM relaxes ...

The Delphi Process in Marketing Decision Making

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