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Article Information:
Formulating an Optimal Strategic Marketing Model by Integrating SWOT and FUZZY
Zoleikha Abbasi and Zahra Kiani Anboohi
Corresponding Author: Zoleikha Abbasi
Submitted: October 31, 2012
Accepted: November 13, 2012
Published: Zoleikha Abbasi |
Abstract:
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This study is an applied research and an analytic-descriptive one in terms of nature. By identifying SWOT matrix factors in Parsian Bank through using fuzzy logic, the present study seeks to determine proper strategy in one of the strategic calculated zones in the matrix of strategy determination and the most appropriate strategy for Parsian Bank. This study has applied Cronbach's Alpha method to determine reliability. Having identified strengths and weaknesses, opportunities and threats and prioritized them by FAHP method, the results revealed that the optimal strategic zone in marketing would be an offensive strategy, in accordance of which several strategies have been suggested to the Bank.
Key words: Fuzzy hierarchy analysis, marketing strategy, Persian Bank SWOT matrix, , , ,
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Cite this Reference:
Zoleikha Abbasi and Zahra Kiani Anboohi, . Formulating an Optimal Strategic Marketing Model by Integrating SWOT and FUZZY. Research Journal of Applied Sciences, Engineering and Technology, (12): 3423-3434.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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