Business Excellence, Vol. 1 No. 1, 2007.
Review article
ANALYTICAL HIERARCHY PROCESS IN IMPROVING THE QUALITY OF STRATEGIC MARKETING PLANNING
Marija Dragičević
; University of Dubrovnik, Croatia
Abstract
Analytical hierarchy process is a method suitable for making decisions in all phases of strategic planning.
The aim of this paper is to point out some of the specific features of strategic planning as well as the specific features of this method and the possibilities of its application in all its individual phases. The method makes it possible to incorporate numerous variables, or various objective and subjective factors that might influence decision-making. The possibilities of its application in all individual phases of strategic planning are completely unlimited and have not been used enough. Until now, using this method has not been discussed enough in the Republic of Croatia and the method has been insufficiently applied. The paper shows the “tools” which could be used for making strategic marketing decisions in chosen situations. This method can help improve the quality of decision-making in all individual phases of strategic planning.
Keywords
strategic planning; quality; analytical hierarchy process; application
Hrčak ID:
38526
URI
Publication date:
30.6.2007.
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