@article{MAKHILLJEAS2017122415336,
    title = {Marketing Mix Tailored to the Introduction Stage of the
Product using FAHP Method},
    journal = {Journal of Engineering and Applied Sciences},
    volume = {12},
    number = {24},
    pages = {7567-7575},
    year = {2017},
    issn = {1816-949x},
    doi = {jeasci.2017.7567.7575},
    url = {https://makhillpublications.co/view-article.php?issn=1816-949x&doi=jeasci.2017.7567.7575},
    author = {Siamak,Shahrzad and},
    keywords = {Marketing strategies,introduction stage of the product,marketing mix,FAHP,development analysis,model},
    abstract = {The main objective of an organization in marketing strategy formulation of a product is to ensure the
growth of profit and company’s sales in future. Among the marketing strategies presented so far, few studies
have been done in the field of strategies for introduction of the product. Marketing mix is used in the
formulation and implementation of marketing strategies for a product and product’s family. In this study, 7Ps
marketing mix that has more elements than 4P is considered. The criteria of birth stage strategies of the product
are determined and the conceptual model of marketing mix tailored to Walker’s strategies is presented. Paired
comparisons are carried out using expert’s opinion, fuzzy logic and AHP method and the final weight of each
component of the marketing mix elements model is identified.}
    }