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Marketing goals vs. business profitability: An interactive multiple criteria decision‐making approach
Author(s) -
Berbel Julio,
Gallego Julio,
Sagues Horacio
Publication year - 1991
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/1520-6297(199111)7:6<537::aid-agr2720070604>3.0.co;2-d
Subject(s) - profitability index , multiple criteria decision analysis , compromise , marketing , production (economics) , business plan , business decision mapping , business , decision support system , computer science , management science , process management , operations research , economics , mathematics , microeconomics , artificial intelligence , finance , social science , sociology
This article analyses an application of multiple criteria decision making (MCDM) techniques to real agricultural planning. The case study is a large firm dedicated to the production of off‐season vegetables in Southern Spain. The decision problem is their crop planning for 1990/1991 and the support system for the decision‐making process, an interactive MCDM technique in which a plan, was selected by searching for a compromise between business profitability and the achievement of certain marketing goals.