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Identifying Organization Preferences of Internet Marketing Channels using Hybrid Fuzzy MCDM Theories

Identifying Organization Preferences of Internet Marketing Channels using Hybrid Fuzzy MCDM Theories

Gaurav Khatwani, Praveen Ranjan Srivastava
Copyright: © 2015 |Volume: 13 |Issue: 4 |Pages: 29
ISSN: 1539-2937|EISSN: 1539-2929|EISBN13: 9781466675643|DOI: 10.4018/JECO.2015100102
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MLA

Khatwani, Gaurav, and Praveen Ranjan Srivastava. "Identifying Organization Preferences of Internet Marketing Channels using Hybrid Fuzzy MCDM Theories." JECO vol.13, no.4 2015: pp.26-54. http://doi.org/10.4018/JECO.2015100102

APA

Khatwani, G. & Srivastava, P. R. (2015). Identifying Organization Preferences of Internet Marketing Channels using Hybrid Fuzzy MCDM Theories. Journal of Electronic Commerce in Organizations (JECO), 13(4), 26-54. http://doi.org/10.4018/JECO.2015100102

Chicago

Khatwani, Gaurav, and Praveen Ranjan Srivastava. "Identifying Organization Preferences of Internet Marketing Channels using Hybrid Fuzzy MCDM Theories," Journal of Electronic Commerce in Organizations (JECO) 13, no.4: 26-54. http://doi.org/10.4018/JECO.2015100102

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Abstract

The evaluation of different Internet marketing channels from the perspective of organizations is important to gain understanding of managerial preferences and assist in decision-making. Few studies have examined multi-channel customer management. However, the evaluation of different Internet marketing channels in the context of organizations remains a challenge. This study focuses on identifying organizational preferences in marketing products for different Internet marketing channels. The authors have used a hybrid MCDM approach in their study. The study involves four steps of computation: calculating the relative importance of factors that are critical for different organizations in marketing their products on the Internet using fuzzy extension of DEMATEL, calculating priorities of users for each channel using fuzzy extension of AHP, reaching consensus achievement using ordinal consensus improvement approach through geometric ordinal consensus index (GOCI), and ranking different Internet marketing channel using TOPSIS. The approach is illustrated through a case study.

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