Selecting an Advertising Agency : A Multi-Criteria Decision Making Approach (Record no. 30222)

MARC details
000 -LEADER
fixed length control field 02196pab a2200205 454500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140923b0 xxu||||| |||| 00| 0 eng d
040 ## - CATALOGING SOURCE
Transcribing agency Welingkar Institute of Management Development & Research, Mumbai
Original cataloging agency Welingkar Institute of Management Development & Research, Mumbai
041 ## - LANGUAGE CODE
Language code of text/sound track or separate title ENG
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number
Item number Fai
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Faisal Mohd. Nishat
245 ## - TITLE STATEMENT
Title Selecting an Advertising Agency : A Multi-Criteria Decision Making Approach
250 ## - EDITION STATEMENT
Edition statement 4
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc.
Name of publisher, distributor, etc. Oct - Dec 2008
Date of publication, distribution, etc. 0
300 ## - PHYSICAL DESCRIPTION
Extent 13-22 Pp.
490 ## - SERIES STATEMENT
Volume/sequential designation 12
520 ## - SUMMARY, ETC.
Summary, etc. Indian economy is evolving day by day, and with an upswing spending power of its inhabitants advertising has been emerging as one of the most effective tools for the companies to reach out to their customers. Best advertisement agencies create value through giving the product personality, developing an understanding of product/service, creating an image or memorable picture of that product and above all trying to distinguish the product apart from its competitors. Today, advertising budgets of companies are rising and thus there are numerous agencies in the market vying for their shares. But there exists no method, which can take into account numerous criterions and their impact simultaneously under consideration while selecting a best advertisement agency. Selecting an advertisement agency is a multiple criteria decision-making (MCDM) problem that requires considering large number of complex factors as multiple evaluation criteria. A robust MCDM method should consider the interactions among criteria. Analytic network process (ANP) is a relatively new MCDM method which can deal with all kinds of interactions systematically. This paper proposes an ANP based methodology for the selection of advertisement agencies. ANP is capable of measuring the relative importance that captures all indirect interactions in a network required to be considered in an advertisement agency selection and also their interactions. Additionally, the proposed model is evaluated for a case company.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Advertising, Decision Making, Advertisement Agency
856 ## - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier <a href="http://192.168.6.13/libsuite/mm_files/Articles/AR10380.pdf">http://192.168.6.13/libsuite/mm_files/Articles/AR10380.pdf</a>
906 ## - LOCAL DATA ELEMENT F, LDF (RLIN)
a 30013
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Date acquired Cost, normal purchase price Total Checkouts Full call number Barcode Date last seen Cost, replacement price Price effective from Koha item type
        Main Library Main Library 06/03/2009 0.00   Fai AR10380 23/09/2014 0.00 23/09/2014 Articles

Powered by Koha