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Published in:
2010 | OriginalPaper | Chapter
Applications of MCDA in Marketing and e-Commerce
Authors : Stelios Tsafarakis, Kleanthi Lakiotaki, Nikolaos Matsatsinis
Published in: Handbook of Multicriteria Analysis
Publisher: Springer Berlin Heidelberg
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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.