Multiple-Criteria Decision-Making (MCDM) Techniques and Statistics in Marketing

Marketing has become increasingly popular, utilizing multi-criteria decision making (MCDM) methods and statistics to create robust frameworks for making informed and strategic decisions. Computational and modeling breakthroughs have resulted in a significant increase in the use of MCDM methods in marketing in the past decade, making it an ideal solution for many marketing problems. Statistics can now be used to conduct MCDM analyses on a variety of marketing problems, including new product introduction and pricing, using multiple data sources. Businesses can make more informed, strategic, and effective decisions by using MCDM methods and statistical analysis in marketing. By using these tools, marketers can improve market performance and competitive advantage by optimizing product development, pricing strategies, market segmentation, and campaign effectiveness. Multiple-Criteria Decision-Making (MCDM) Techniques and Statistics in Marketing explores the effects of MCDM techniques on marketing practices. It covers a wide range of statistics and research to examine MCDM in shaping modern consumer science. This book covers topics such as management science, product development, and consumer behavior, and is a useful resource for marketers, business owners, data scientists, academicians, and researchers.

Theodore Tarnanidis is an Adjunct Lecturer at the International Hellenic University & Researcher in Applications of MCDA in Digital Marketing at the department of Business Administration, University of Macedonia, Greece. He made his post-doc research in the area of sustainable entrepreneurship from the University of Macedonia. He obtained a Ph.D. from the University of London Met., UK. He received his M.B.A from Liverpool University, UK and is a graduate from the University of Macedonia (Business Administration) and Alexander Technological Educational Institute (Marketing). His research focuses on Decision-Making Processes in Sustainable Innovations and Entrepreneurship, Conjoint Models and preference measurement techniques, modelling of purchases and consumer behaviour. His work has been published in various internationally renowned scientific conferences (Academy of Marketing, European Marketing Academy, PROMETHEE Days, Hellenic Operational Research) and in journals (Journal of Business Ethics, World Review of Entrepreneurship, Management and Sustainable Development, Journal of Retailing and Consumer Services, Current Issues in Tourism).

Jason Papathanasiou is a Professor at the Department of Business Administration, University of Macedonia, Greece. He holds a PhD in Operational Research and a degree in Physics from the Aristotle University of Thessaloniki. He has worked for a number of years at various institutes and has organized and participated in many international scientific conferences and workshops. He has publishedpapers in international scientific peer referred journals like the Environmental Monitoring and Assessment, Environmental Modelling & Software,Regional Studies, European Journal of Operational Research, PNAS,Fuzzy sets and Systems, Renewable and Sustainable Energy Reviews, and has edited or authored a number of books.He has coordinated, reviewed proposalsand participated in many research projects in FP6, FP7, Horizon 2020, Erasmus+, Interreg, AMIF and COST; he was also a member of the TDP Panel of COST. He is a member of the coordination board of the Euro Working Group on Decision Support Systems. His research interests include Decision Support Systems, Operational Research and Multicriteria Decision Making.

Vasileios Ismyrlis is an Assistant Professor with the subject “Total Quality Management in Tourism” at the Department of Tourism Economics and Management of the University of the Aegean. He holds a PhD from the Department of Organization and Business Administration of the University of Macedonia with thesis title: “Multidimensional Statistical Analysis and Quality Management”. He has been employed as a bank employee at ATE Bank and also for eleven years as an administrative officer at the IKA-ETAM insurance institution. From 2014 and for ten years, he was a statistician at the Hellenic Statistical Authority. Alongside the above professional career, he has taught at several educational institutions, such as Universities, IEK, KEK, ASPAITE, KDBM. He is a certified “Adult Educator of Non-Formal Education” by EOPPEP. He has made several publications in international scientific journals in the field of quality management and applied statistical analysis. He has written two books which are also available as university works in Eudoxus. His research interests include Quality Management, Applied Statistical Analysis, Tourism Economics, Data Analysis, Research Methodology. He is married and has two children. He has fluency in the written and spoken English language and an adequate knowledge of French.

Vijaya Kittu Manda is a multi-dimensional personal. He is a Researcher at PBMEIT, India. He is an Advocate, a Technocrat, an Academician, a Book-writer, Editor, Peer-Reviewer and a stock market enthusiast. He has 11 University Postgraduate Degrees in various disciplines ranging from Arts and Humanities to Sustainability to Regenerative Economy, and from Management to Engineering. He is a Ph.D. in Financial Management. His thesis on Mutual Funds and their Market Competition won the prestigious NSE-IEA Best Thesis Award in 2023. He is currently pursuing his second Ph.D. in Computer Science with focus on Blockchain and Artificial Intelligence. He has nearly 13+ years of experience in capital markets, financial planning, and investing. He writes Research Papers and Case Studies, Case Reports (of Medical Journals) and sits on Editorial Boards of various publishers. He has 121+ Google Scholar publications and 785+ magazine article publications so far. He is the Chief Editor for a Management Book Series and the Editor of several Scopus-indexed books. He is a Peer Reviewer and is a Certified Peer Review Supervisor. He frequently reviews for leading publishers including IEEE, Springer, Emerald, Sage, amongst others. He sits as a Session Chair and an Advisor for various academic and industrial conferences. He is a guest speaker for colleges and universities. He serves as the host for a research talk show called PBMEIT Expert Insights.