Open AccessUse of Multi-Criteria Decision Aid to Evaluate the Performance of Trade Marketing Activities of a Brazilian Industry
Author(s) -
André Andrade Longaray,
Leonardo Ensslin
Publication year - 2015
Publication title -
management and organizational studies
Language(s) - English
Resource type - Journals
eISSN - 2330-5509
pISSN - 2330-5495
DOI - 10.5430/mos.v2n2p15
Subject(s) - interview , marketing , business , measure (data warehouse) , marketing management , process management , computer science , data mining , political science , law
This paper detail the use of the Multi-Criteria Decision Aiding methodology model as an instrument of intervention in a case study conducted in a Brazilian industrial company. A customised evaluation model was built interactively by interviewing decision makers to identify, organise, measure, and integrate those factors considered necessary andsufficient for the management of trade marketing. The constructed model enables executives to incorporate unique aspects of the company and the environment, expanding the possibilities for performance evaluation of trade marketing in the organisation