Selection of digital marketing tools using Fuzzy AHP-Fuzzy TOPSIS

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dc.contributor.authorSengül, Ümran
dc.contributor.authorEren, Miraç
dc.date.accessioned2025-01-27T19:00:32Z
dc.date.available2025-01-27T19:00:32Z
dc.date.issued2017
dc.departmentÇanakkale Onsekiz Mart Üniversitesi
dc.description.abstractTechnological developments resulted in creative, faster, target-oriented and knowledge-based marketingstrategies more prone to interactions. Digital marketing is an example of marketing types arisen bytechnological developments. Digital marketing tools are rapidly growing since they can be performedthrough internet; they are faster and thus have an ascending trend. The amount of investment to be madeto each digital marketing tool has become a significant decision making problems for the businesses. Inthis chapter, Fuzzy AHP and Fuzzy TOPSIS techniques were employed for the selection of digital marketingtools. Multi-criteria analysis revealed the Remarketing advertising as the most suitable digitalmarketing tool. Additionally, the social media advertising, advertising-per-impression, advertising-perclick, affiliate advertising, banner marketing and email-advertising were respectively found to be as theother significant marketing tools. © 2017, IGI Global. All rights reserved.
dc.identifier.doi10.4018/978-1-5225-1793-1.ch027
dc.identifier.endpage616
dc.identifier.isbn978-152251794-8
dc.identifier.isbn1522517936
dc.identifier.isbn978-152251793-1
dc.identifier.scopus2-s2.0-85018592356
dc.identifier.scopusqualityN/A
dc.identifier.startpage587
dc.identifier.urihttps://doi.org/10.4018/978-1-5225-1793-1.ch027
dc.identifier.urihttps://hdl.handle.net/20.500.12428/13370
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherIGI Global
dc.relation.ispartofAdvertising and Branding: Concepts, Methodologies, Tools, and Applications
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_Scopus_20250125
dc.titleSelection of digital marketing tools using Fuzzy AHP-Fuzzy TOPSIS
dc.typeBook Chapter

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