Marketing goals vs. business profitability: An interactive multiple criteria decision-making approach

This article analyses an application of multiple criteria decision making (MCDM) techniques to real agricultural planning. The case study is a large firm dedicated to the production of off-season vegetables in Southern Spain. The decision problem is their crop planning for 1990|1991 and the support system for the decision-making process, an interactive MCDM technique in which a plan, was selected by searching for a compromise between business profitability and the achievement of certain marketing goals.