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Technical University of Crete
Technical University of Crete
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| URI: | http://purl.tuc.gr/dl/dias/55E7007C-2A69-4335-BA9E-3707F9AA3AC0 | ||
| Year | 2010 | ||
| Type of Item | Peer-Reviewed Journal Publication | ||
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| Bibliographic Citation | Tsafarakis, S., K. Lakiotaki, N. Matsatsinis, "Applications of MCDA in Marketing and eCommerce", Handbook of Multicriteria Analysis, Vol. 103, pp. 425-448, Apr. 2010. DOI: 10.1007/978-3-540-92828-7_15 https://doi.org/10.1007/978-3-540-92828-7_15 | ||
| Appears in Collections |
This chapter emphasizes on the major components under which MCDA applications in marketing and e-commerce have been developedand describes characteristic examples of research works that apply MCDA methodologies in marketing and e-commerce. The chapteris divided into two main sections separating the MCDA applications in the marketing discipline from those that appear in theecommerce field. In each section fundamental notions of marketing and e-commerce are discussed accordingly and some characteristicexamples of research works are analytically mentioned. The aim of this work is to endow candidate researchers that are interestedin applyingMCDA methodologies in marketing and e-commerce with adequate background information to further develop their scopesand ideas.
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