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Višekriterijumsko odlučivanje pri izboru sredstva reklamiranja
aUniverzitet u Beogradu, Tehnički fakultet u Boru
bUniverzitet u Novom Sadu, Tehnički fakultet 'Mihajlo Pupin', Zrenjanin

e-adresatolmac@beotel.yu
Ključne reči: donošenje odluke; primena metode; višekriterijumsko odlučivanje
Sažetak
U radu su date osnovne teorijske postavke PROMETHEE metode, koja ima vrlo uspešnu primenu u procesu donošenja odluka kod višekriterijumskog odlučivanja. Izvršena je ilustracija praktične primene ove metode na hipotetičkom primeru izbora sredstva reklamiranja novog proizvoda. Proračun je izveden primenom Decision Lab programa na osnovu čega je izvršena analiza dobijenih rezultata i doneta odluka o najefikasnijem sredstvu reklamiranja.
Reference
*** (2000) Visual decision, multicriteria decision aid software. Decision Lab, www.visualdecision.com
Brans, J.P., Mareschal, B. (1992) Promethee-V - MCDM problems with segmentation constraints. INFOR, 30(2), str. 85-96
Brans, J.P., Mareschal, B. (1995) The PROMETHEE VI procedure. How to differentiate hard from soft multi-criteria problems. Journal of Decision Systems, 4, str. 213-223
Brans, J.P. (1982) L'ingénièrie de la décision: Elaboration d'instruments d'aide à la décision. La méthode PROMETHEE. u: Nadeau R., Landry M. [ur.] Laide a la décision: Nature, Instruments et Perspectives d'Avenir, Quebec: Presses de l'Université Laval, str. 183-213
Brans, J.P., Mareschal, B., Vincke, Ph. (1984) PROMETHEE: A new family of outranking methods in multi-criteria analysis. u: Brans J.P. [ur.] Operational Research '84, Amsterdam: North-Holland, str. 477-490
Brans, J.P., Vincke, Ph. (1985) A preference ranking organization method: The Promethee method for multiple criteria decision making. Management Science, 31(6): 647
Brans, J.P., Vincke, Ph., Mareschal, B. (1986) How to select and how to rank projects: The PROMETHEE method. European Journal of Operational Research / EJOR, 24, 2, 228-238
Brans, J.P., Mareschal, B. (1994) The PROMETHEE-GAIA decision support system for multi-criteria investigations. Investigation Operativa, 4(2), str. 107-117
Cupic, M., Tummala, R.V.M., Suknovic, M. (2001) Decision making: Formal approach. Beograd: FON
Davignon, G., Mareschal, B. (1989) Specialization of hospital services in Quebec: An application of the PROMETHEE and GAIA methods. Mathematical and Computer Modelling, 12 (10-11), 1393-1400
Ivanov, P. (1997) Uticaj nekontrolisanih faktora u procesu odlučivanja. Facta universitatis - series: Economics and Organization, vol. 1, br. 5, str. 13-21
Kolli, S., Parsaei, H.R. (1992) Multicriteria analysis in the evaluation of advanced manufacturing technology using PROMETHEE. Computers & Industrial Engineering, 23 (1-4), 455-458
Lerche, D., Bruggemann, R., Sorensen, P., Carlsen, L., Nielsen, O.J. (2002) A comparison of partial order technique with three methods of multi-criteria analysis for ranking of chemical substances. Journal of Chemical Information and Computer Sciences, 42(5), str. 1086-1098
Manasijević, D., Živković, D., Prvulović, S., Todorović, I., Živković, Ž. (2006) Višekriterijumsko odlučivanje primenom Promethee-Gaia metodologije. Tehnika - Menadžment, vol. 56, br. 3, str. 6-12
Mareschal, B., Mertens, D. (1992) Banks: A multi-criteria decision support system for financial evaluation in the international banking sector. Journal of Decision Systems, 1(2-3), str. 175-189
Milovanović, G.R. (1997) Marketing dimenzije globalne propagande. Facta universitatis - series: Economics and Organization, vol. 1, br. 5, str. 71-78
Prvulović, S., Tolmač, D. (2006) Data bases as a system for decision support. u: Conference Technology Management and Innovations (IV), Proceedings, Beograd: Faculty Organizational Sciences 'FON', str. 247-255
Prvulović, S. (2006) Business ethics and management. Bor: Technical Faculty
Prvulović, S., Tolmac, D., Radovanović, L., Blagojević, Z. (2007) The theory of system design: Design, investments, re-engineering. Zrenjanin: Technical Faculty 'Mihajlo Pupin'
Prvulović, S., Manasijević, D. (2007) Teorija odlučivanja sa primerima. Bor: Tehnički fakultet
Tolmač, D. (2001) Projekti tehnoloških sistema procesne tehnike. Zrenjanin: Tehnički fakultet 'Mihajlo Pupin'
 

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jezik rada: engleski
vrsta rada: članak
objavljen u SCIndeksu: 09.02.2009.

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