Integrating multiple criteria decision making models into the decision support system framework for marketing decisions

A large number of multiple criteria decision making (MCDM) models have evolved over the past decade. This field now seems to have reached a stage of maturity. However, the managerial community has not yet extensively adopted these models in solving practical decision problems. The present article focuses on integrating the MCDM models within the decision support system (DSS) framework to encourage greater use of these models. A DSS framework and the criteria used for the choice of a model is discussed. Based on these criteria MCDM models generally used in the marketing field are evaluated. The possibility of using a mixture of MCDM models within the DSS framework is also explored. Following this, the role of the MCDM models in DSS is delineated. It is argued that, within the problem-solving process, the confluence of MCDM models and DSS plays a vital role in developing high-quality solutions.