Developing an Integrated Marketing Strategy Decision Making Framework Based on Corporate-Specific Criteria

The main purpose of this paper is to propose a suitable model for determining the appropriate marketing strategy based on corporate resources and capabilities. In this regard, a three-step multiple criteria decision making framework is developed to determine the most appropriate marketing strategy in an efficient manner. In this framework, first the corporate criteria for marketing strategy selection are determined through a comprehensive survey of the related literature and corporate's expert judgments. Then fuzzy AHP method is applied to calculate the relative importance of these criteria. Finally VIKOR method is used for the purpose of ranking strategies based on the selection criteria. The feasibility of the proposed model is demonstrated by applying the framework in an Iranian company which is working in the field of food industry. Moreover, this framework can be easily understood and applied by marketing strategists in other fields of industry.