A Literature Survey on the Usage of Fuzzy MCDM Methods for Digital Marketing

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Author(s): Cengiz Kahraman (Istanbul Technical University, Turkey), İbrahim Yazıcı (Istanbul Technical University, Turkey)and Ali Karaşan (Istanbul Technical University, Turkey)
Copyright: 2016
Pages: 19
Source title: Fuzzy Optimization and Multi-Criteria Decision Making in Digital Marketing
Source Author(s)/Editor(s): Anil Kumar (ABV-Indian Institute of Information Technology & Management, India)and Manoj Kumar Dash (ABV-Indian Institute of Information Technology & Management, India)
DOI: 10.4018/978-1-4666-8808-7.ch001

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

Digital marketing is the integrated processes of building and maintaining customer relationships using online channels to establish the exchange and flow of products, and services in the market. It is the marketing that bridges electronic technology with psychology in the marketplace. Fuzzy sets can handle the uncertainty and human-manner linguistic evaluations in digital marketing. The objective of this chapter is to summarize and classify the literature on digital marketing, which uses the fuzzy multicriteria decision making methods (MCDM), and predict the future directions for digital marketing. Our chapter will include the main definitions and principles of digital marketing with its challenges. We also give a brief definition of the fuzzy MCDM used methods in the literature. We use graphical illustrations techniques for summarizing the survey results.

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A Literature Survey on the Usage of Fuzzy MCDM Methods for Digital Marketing

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