An Exploratory Study on Marketing Mix Practices Modeling Using Multiple-Criteria Decision-Making (MCDM) Methods

Implementing Multiple Criteria Decision Making (MCDM) methodologies into marketing mix procedures provides a disciplined way of dealing with complicated decision-making situations. This study investigates the use of MCDM approaches such as the Analytic Hierarchy Process (AHP), Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS), and Multi-Attribute Utility Theory (MAUT) to optimise the 4Ps—Product, Price, Place, and Promotion. Businesses may use these approaches to evaluate and prioritise alternative marketing tactics depending on customer preferences, market trends, and financial restrictions. The study explores the transformation of traditional 4P to 4A's in confluence with 4C's. It demonstrates how MCDM provides a robust framework for balancing trade-offs, improving decision accuracy, and aligning marketing tactics with corporate goals. Based on the analysis, MCDM technologies may help marketers make better awareness and data-driven decisions, resulting in increased competitiveness and market success.