Multiple-Criteria Decision-Making

MCDM Techniques and Statistics in Marketing

Theodore Tarnanidis, Jason Papathanasiou, Vasileios Ismyrlis , Vijaya Kittu Manda

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English

IGI Global
13 March 2025

Econometrics; Economic statistics; Management decision making; Sales & marketing

Marketing has become increasingly popular, utilizing multi-criteria decision making (MCDM) methods and statistics to create robust frameworks for making informed and strategic decisions. Computational and modeling breakthroughs have resulted in a significant increase in the use of MCDM methods in marketing in the past decade, making it an ideal solution for many marketing problems. Statistics can now be used to conduct MCDM analyses on a variety of marketing problems, including new product introduction and pricing, using multiple data sources. Businesses can make more informed, strategic, and effective decisions by using MCDM methods and statistical analysis in marketing. By using these tools, marketers can improve market performance and competitive advantage by optimizing product development, pricing strategies, market segmentation, and campaign effectiveness. Multiple-Criteria Decision-Making (MCDM) Techniques and Statistics in Marketing explores the effects of MCDM techniques on marketing practices. It covers a wide range of statistics and research to examine MCDM in shaping modern consumer science. This book covers topics such as management science, product development, and consumer behavior, and is a useful resource for marketers, business owners, data scientists, academicians, and researchers.

Edited by: Theodore Tarnanidis, Jason Papathanasiou, Vasileios Ismyrlis, Vijaya Kittu Manda
Imprint: IGI Global
Dimensions: Height: 279mm, Width: 216mm, Spine: 37mm
Weight: 1.810kg
ISBN: 9798369391228
Pages: 400
Publication Date: 13 March 2025
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Hardback
Publisher's Status: Active

Theodore Tarnanidis is an Adjunct Lecturer at the International Hellenic University & Researcher in Applications of MCDA in Digital Marketing at the department of Business Administration, University of Macedonia, Greece. He made his post-doc research in the area of sustainable entrepreneurship from the University of Macedonia. He obtained a Ph.D. from the University of London Met., UK. He received his M.B.A from Liverpool University, UK and is a graduate from the University of Macedonia (Business Administration) and Alexander Technological Educational Institute (Marketing). His research focuses on Decision-Making Processes in Sustainable Innovations and Entrepreneurship, Conjoint Models and preference measurement techniques, modelling of purchases and consumer behaviour. His work has been published in various internationally renowned scientific conferences (Academy of Marketing, European Marketing Academy, PROMETHEE Days, Hellenic Operational Research) and in journals (Journal of Business Ethics, World Review of Entrepreneurship, Management and Sustainable Development, Journal of Retailing and Consumer Services, Current Issues in Tourism). Jason Papathanasiou is a Professor at the Department of Business Administration, University of Macedonia, Greece. He holds a PhD in Operational Research and a degree in Physics from the Aristotle University of Thessaloniki. He has worked for a number of years at various institutes and has organized and participated in many international scientific conferences and workshops. He has published papers in international scientific peer referred journals like the Environmental Monitoring and Assessment, Environmental Modelling & Software, Regional Studies, European Journal of Operational Research, PNAS, Fuzzy sets and Systems, Renewable and Sustainable Energy Reviews, and has edited or authored a number of books. He has coordinated, reviewed proposals and participated in many research projects in FP6, FP7, Horizon 2020, Erasmus+, Interreg and COST; he was also a member of the TDP Panel of COST. He is a member of the coordination board of the Euro Working Group on Decision Support Systems. His research interests include Decision Support Systems, Operational Research and Multicriteria Decision Making.