Evaluation of digital marketing technologies by fuzzy multi-criteria decision making method (case study of meat Kale company)
Subject Areas :seyed hesamoddin motevalli 1 * , hamdi reza razavi 2 , Saeid Emamgholizadeh 3 , hadi rajaii 4
1 - shomal university
2 - shomal unversity
3 -
4 - Department of Management, Faculty of Humanities, Shomal University, Amol, Mazandaran, Iran
Keywords: Decision making, digital technology, digital marketing, fuzzy multi-criteria,
Abstract :
A digital marketing network can be defined as a comprehensive set of marketing capabilities that operate digitally and are supported through a coherent flow of information. At the center of this network is a digital core that simultaneously manages six different marketing capabilities. In this research, the various capabilities of digital marketing technologies have been comprehensively and systematically investigated and the strengths and weaknesses of each have been identified. This review helps decision makers to choose the best options and implement optimal strategies to improve digital marketing activities by considering various criteria and specific needs of the organization. Finally, the results can increase efficiency, improve communication with customers, and create added value for Meat Kale company. Therefore, the purpose of this research is to provide a new decision-making model for evaluating digital marketing technologies, and factors and indicators related to this new field have been identified and ranked and analyzed using pragmatic decision-making tools. Based on the analyzes and holding regular meetings with experts, the indicators affecting the prioritization of digital suppliers were determined. Then, using parametric prioritization, the options were ranked. Based on the network designed based on the values obtained from phi+ and phi-, the hamburger product is at the highest level. In the next stage, ham and sausage products are placed, and sausage products are in the middle of this hierarchy, and kebabs are at the lowest level
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