...Mark Davies A review of marketing applications of the analytic hierarchy process (AHP) shows that major concerns involve the accuracy of knowledge elicitation and choice of a suitable knowledge base. Decision support is suggested with a series of decision rules based on different variations of AHP...

... are suggested. © MCB UP Limited 2001 Analytical hierarchy process New product development Process efficiency Successful new product development (NPD) has long been, and remains, key for the growth and survival of many manufacturing companies. Cooper (1980) notes, “New product development...

..., resource allocation and issues management theory) (Jackson, 1997). While the analytic hierarchy process has been used to prioritise marketing mix and other operational decisions (Saaty, 1983, 1986; Cousens, 1986; Dyer and Forman, 1989), it has not been used to examine the common assertion...

... options. Justifies the suitability of using an analytical hierarchy process, or AHP, to derive an effective combination of advertising objectives and creative strategies for a given campaign. The results reinforce the storyboard and indicate the model is a practical addition for advertising design...