European Journal of Marketing: Volume 35 Issue 7/8

The powerful triangle of marketing data, managerial judgment, and marketing management support systems

Gerrit H. van Bruggen, Ale Smidts, Berend Wierenga

Conceptualizes the impact of information technology on marketing decision making. Argues that developments in information technology affect the performance of marketing…

An evaluation of styles of IT support for marketing planning

Hugh N. Wilson, Malcolm H.B. McDonald

IT support for marketing planning can aid in the use of marketing tools, facilitate group planning, and support moves towards continuous planning based on a live marketing model…

Using the AHP to determine the correlation of product issues to profit

Mark H. Muller, A.C. Fairlie‐Clarke

Discusses a new application of the AHP to a problem where the alternatives are not independent. It is used as an integral part of a method to evaluate the likelihood of successful…

Prioritising customers and other stakeholders using the AHP

John Jackson

Marketers often presume that the statement “the customer always comes first” is an axiom. Other specialists usually do the same with their own stakeholder priorities. Other than…

Adaptive AHP: a review of marketing applications with extensions

Mark Davies

A review of marketing applications of the analytic hierarchy process (AHP) shows that major concerns involve the accuracy of knowledge elicitation and choice of a suitable…

Neural market structure analysis: Novel topology‐sensitive methodology

Josef A. Mazanec

Over the last decade various parametric approaches toward modelling segmented perception‐preference structures such as combined MDS and latent class procedures have been…

Knowledge discovery in marketing: An approach through Rough Set Theory

Malcolm Beynon, Bruce Curry, Peter Morgan

Rough set theory (RST) involves techniques for knowledge discovery or data mining. RST is typically applied within decision tables and offers an alternative to more conventional…