dc.contributor.author | Ginevičius, Romualdas | |
dc.contributor.author | Podvezko, Valentinas | |
dc.contributor.author | Ginevičius, Adomas | |
dc.date.accessioned | 2023-09-18T18:43:17Z | |
dc.date.available | 2023-09-18T18:43:17Z | |
dc.date.issued | 2011 | |
dc.identifier.other | (BIS)VGT02-000022954 | |
dc.identifier.uri | https://etalpykla.vilniustech.lt/handle/123456789/130784 | |
dc.description.abstract | Enterprise performance largely depends on the effective enterprise marketing, which may be achieved only if the effective marketing management is used. The latter involves a possibility of quantitative evaluation of the state of an enterprise at any moment of lime. The number of the criteria describing the state of an enterprise is determined by the marketing mix, widely used in developing the marketing strategy, which includes such components as product, price, promotion and place. These criteria are in turn subdivided into subcriteria describing marketing activities. Enterprise marketing is characterized by a great number of various criteria, therefore, multicriteria evaluation methods are well suited for its quantitative evaluation. To use these methods, the significance and weights of the criteria should be known. Experts determine the criterion weight in two steps. First, the estimates elicited from experts are ranked and their consistency is checked, then, the weights of the criteria are determined. These methods are illustrated with case studies involving real calculations. | eng |
dc.format.extent | p. 88-93 | |
dc.format.medium | tekstas / txt | |
dc.language.iso | eng | |
dc.relation.isreferencedby | Conference Proceedings Citation Index - Science (Web of Science) | |
dc.title | Determining the significance of the criteria describing enterprise marketing | |
dc.type | Straipsnis konferencijos darbų leidinyje Web of Science DB / Paper in conference publication in Web of Science DB | |
dcterms.references | 22 | |
dc.type.pubtype | P1a - Straipsnis konferencijos darbų leidinyje Web of Science DB / Article in conference proceedings Web of Science DB | |
dc.contributor.institution | Vilniaus Gedimino technikos universitetas | |
dc.contributor.faculty | Verslo vadybos fakultetas / Faculty of Business Management | |
dc.contributor.faculty | Fundamentinių mokslų fakultetas / Faculty of Fundamental Sciences | |
dc.subject.researchfield | S 003 - Vadyba / Management | |
dc.subject.researchfield | S 004 - Ekonomika / Economics | |
dc.subject.en | Enterprise marketing activities | |
dc.subject.en | Determination of the criterion weights | |
dc.subject.en | MCDM | |
dcterms.sourcetitle | The 15th World Multi-Conference on Systemics, Cybernetics and Informatics: WMSCI 2011. July 19th - July 22nd, 2011 Orlando, Florida, USA : proceedings. Vol. 1 / International Institute of Informatics and Systemics | |
dc.publisher.name | IIIS | |
dc.publisher.city | Orlando | |
dc.identifier.doi | 000392561800017 | |
dc.identifier.elaba | 3947453 | |