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Applications of MCDA in Marketing and e-Commerce

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Handbook of Multicriteria Analysis

Part of the book series: Applied Optimization ((APOP,volume 103))

Abstract

This chapter emphasizes on the major components under which MCDA applications in marketing and e-commerce have been developed and describes characteristic examples of research works that apply MCDA methodologies in marketing and e-commerce. The chapter is divided into two main sections separating the MCDA applications in the marketing discipline from those that appear in the ecommerce field. In each section fundamental notions of marketing and e-commerce are discussed accordingly and some characteristic examples of research works are analytically mentioned. The aim of this work is to endow candidate researchers that are interested in applyingMCDA methodologies in marketing and e-commerce with adequate background information to further develop their scopes and ideas.

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Author information

Authors and Affiliations

  1. Technical University of Crete, Department of Production and Management Engineering, Decision Support Systems Laboratory, Chania, Greece

    Stelios Tsafarakis, Kleanthi Lakiotaki & Nikolaos Matsatsinis

Authors
  1. Stelios Tsafarakis
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  2. Kleanthi Lakiotaki
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  3. Nikolaos Matsatsinis
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Corresponding author

Correspondence to Kleanthi Lakiotaki .

Editor information

Editors and Affiliations

  1. Dept. Production Engineering, and Management, Technical University of Crete, University Campus, Chania, 731 00, Greece

    Constantin Zopounidis

  2. Dept. Industrial & Systems, Engineering, University of Florida, Weil Hall 303, Gainesville, 32611-6595, USA

    Panos M. Pardalos

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Tsafarakis, S., Lakiotaki, K., Matsatsinis, N. (2010). Applications of MCDA in Marketing and e-Commerce. In: Zopounidis, C., Pardalos, P. (eds) Handbook of Multicriteria Analysis. Applied Optimization, vol 103. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-92828-7_15

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