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A practical framework for selecting PROMETHEE preference functions in marketing decision-making

Research Article

Authors: Theodore Tarnanidis; Bertrand Mareschal; Jason Papathanasiou; Maro Vlachopoulou; Vijaya Kittu Manda; Bruno Sousa

DOI: https://doi.org/10.1057/s41270-026-00532-9

Journal Name: Journal of Marketing Analytics; ISSN: e-ISSN: 2050-3326; Print ISSN: 2050-3318

Publisher: Springer

Editor(s): Anjala Krishen; Maria Petrescu

Journal Paper Link on Publisher Website

Publication Date: August 13, 2026

Pages: 31 pages

Abstract: In marketing decision-making, evaluating competing alternatives using both quantitative and qualitative criteria inherently yields a complex, multidimensional process. The PROMETHEE (Preference Ranking Organization Method for Enrichment Evaluation) is a powerful multicriteria decision-making (MCDM) methodology that evaluates and ranks options through head-to-head comparisons, accounting for decision-makers’ preferences. A crucial part of the PROMETHEE approach involves selecting appropriate preference functions and defining indifference and preference levels that translate performance disparities into comprehensible degrees of preference. This paper investigates the role of PROMETHEE preference functions in marketing decision-making and explores practical strategies for determining threshold values that faithfully represent managerial perspectives. The study explains the method’s utility across various marketing scenarios. In particular, it discusses brand assessment, ad campaign selection, customer satisfaction measurement, market segmentation, pricing strategies, and product line evaluation. By combining quantitative performance metrics with subjective managerial preferences, PROMETHEE provides a clear, adaptable framework that improves decision quality across diverse, sometimes conflicting, evaluation criteria. The research offers actionable recommendations for selecting preference functions and threshold values, helping marketing executives and scholars construct more reliable and comprehensible decision-making aids.

Keywords: PROMETHEE, Marketing decision-making, Multicriteria decision analysis, Preference functions, Threshold determination, Marketing analytics, Decision support systems, PROMETHEE II, Sensitivity analysis, Decision tree

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