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2013 (Vol. 5, Issue: 12)
Article Information:

Formulating an Optimal Strategic Marketing Model by Integrating SWOT and FUZZY

Zoleikha Abbasi and Zahra Kiani Anboohi
Corresponding Author:  Zoleikha Abbasi 

Key words:  Fuzzy hierarchy analysis, marketing strategy, Persian Bank SWOT matrix, , , ,
Vol. 5 , (12): 3423-3434
Submitted Accepted Published
October 31, 2012 November 13, 2012 Zoleikha Abbasi
Abstract:

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.
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  Cite this Reference:
Zoleikha Abbasi and Zahra Kiani Anboohi, 2013. Formulating an Optimal Strategic Marketing Model by Integrating SWOT and FUZZY.  Research Journal of Applied Sciences, Engineering and Technology, 5(12): 3423-3434.
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ISSN (Online):  2040-7467
ISSN (Print):   2040-7459
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