عنوان : ارزیابی تکنولوژی های بازاریابی دیجیتال با استفاده از یک روش تصمیم گیری جدید بر مبنای GRA و BWM در محیط فازی
موضوع : مدیریت
سایر نویسندگان : سرکار خانم بهاره سبزواری جوزان (نویسنده مسئول)
کد مقاله : confima3-09230929
ارائه دهنده : بهاره سبزواری جوزان
متن چکیده : The marketing sector is constantly changing due to the advances in digital technology and its various practical areas. This change considerably affects some factors, such as consumer behaviors, business models, marketing strategies, and competitive capabilities. By using digital technologies in marketing, companies can establish systematic communication with their customers and benefit from public relations advantages. However, evaluating digital marketing technology is rather complicated due to conflicting goals and various criteria. Therefore, this paper presents a new method for evaluating digital marketing technologies according to grey relational analysis (GRA). Afterward, the best-worst method (BWM) is used for weighting the effective criteria. Also, fuzzy sets are used to address the uncertainty of the complex real-life marketing issues since these sets can help experts express their opinions more effectively. Eventually, a practical example is presented to determine the best digital marketing technology and assess the proposed model's effectiveness.