Abstract
Determining on the target market policy is one of the important strategic decisions for companies. In this study we determine 4 different target market policies for a distributor company. The problem is dealt as a multi criteria decision making problem and it is solved using Choquet Integral which is one of the multi criteria decision making methods. In this study according to the firm’s characteristics; financial factors, risk, demand and environmental and social factors are determined as main criteria and under these main criteria 11 sub-criteria are identified.
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Çetin Demirel, N., Özkan, B. (2012). Multi-criteria Evaluation of Target Market Policies Using Choquet Integral. In: Greco, S., Bouchon-Meunier, B., Coletti, G., Fedrizzi, M., Matarazzo, B., Yager, R.R. (eds) Advances in Computational Intelligence. IPMU 2012. Communications in Computer and Information Science, vol 300. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-31724-8_44
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DOI: https://doi.org/10.1007/978-3-642-31724-8_44
Publisher Name: Springer, Berlin, Heidelberg
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