Use of the AHP method in a project to select a marketing agency in a B2B company

Detalhes bibliográficos
Autor(a) principal: Circeli Barbieri Santin, Lucas
Data de Publicação: 2023
Outros Autores: Scarduelli Pacheco, Bruna Cristine, Seido Nagano, Marcelo
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Gestão e Projetos (GeP)
Texto Completo: https://periodicos.uninove.br/gep/article/view/23854
Resumo: The essence of operations research is to help decision makers in solving problems. This paper aims to apply the Analytic Hierarchy Process (AHP) method to assist a business to business (B2B) company in selecting one of four marketing agencies for hiring. The intention of this company with this hiring is to expand its digital channels and strengthen its external communication with periodic posts on its social networks (mainly LinkedIn) focused on inbound marketing (also called attraction marketing), and restructure its website, which is outdated, to attract new customers and employees. The criteria that were considered were cost, each agency’s portfolio, technical expertise and relationship with employees. The four agencies had their names hidden, and the agency that obtained greater weight in relation to the objective was Agency 1. The results were satisfactory, the AHP method proved to be efficient, easy to apply, quick to execute and flexible. 
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spelling Use of the AHP method in a project to select a marketing agency in a B2B companyUtilização do método AHP em projeto para seleção de uma agência de marketing em uma empresa B2BAHPAnalytic Hierarchy ProcessMarketing digitalB2BprojectAHPAnalytic Hierarchy ProcessMarketing digitalB2BProjetoThe essence of operations research is to help decision makers in solving problems. This paper aims to apply the Analytic Hierarchy Process (AHP) method to assist a business to business (B2B) company in selecting one of four marketing agencies for hiring. The intention of this company with this hiring is to expand its digital channels and strengthen its external communication with periodic posts on its social networks (mainly LinkedIn) focused on inbound marketing (also called attraction marketing), and restructure its website, which is outdated, to attract new customers and employees. The criteria that were considered were cost, each agency’s portfolio, technical expertise and relationship with employees. The four agencies had their names hidden, and the agency that obtained greater weight in relation to the objective was Agency 1. The results were satisfactory, the AHP method proved to be efficient, easy to apply, quick to execute and flexible. A pesquisa operacional tem como essência auxiliar os tomadores de decisão na solução de problemas. Esse trabalho tem como objetivo aplicar o método Analytic Hierarchy Process (AHP) para auxiliar uma empresa com foco em negócios para empresas (business to business, B2B) na seleção de uma entre quatro agências de marketing para contratação. A intenção dessa empresa com essa contratação é ampliar seus canais digitais e fortalecer sua comunicação externa com postagens periódicas em suas redes sociais (principalmente o LinkedIn) focadas em inbound marketing (também chamado de marketing de atração) e reestruturar seu site, que se encontra desatualizado, de modo a atrair novos clientes e funcionários. Os critérios que foram levados em conta foram custo, portfólio de cada agência, domínio técnico e relacionamento com os colaboradores. As quatro agências tiveram seus nomes ocultados, e a agência que obteve maior peso em relação ao objetivo foi a Agência 1. Os resultados foram satisfatórios, o método AHP se mostrou eficiente, de fácil aplicação, de rápida execução e flexível.Universidade Nove de Julho - Uninove2023-08-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.uninove.br/gep/article/view/2385410.5585/gep.v14i2.23854Revista de Gestão e Projetos; v. 14 n. 2 (2023): (maio/ago.); 174-1952236-0972reponame:Revista Gestão e Projetos (GeP)instname:Universidade Nove de Julho (UNINOVE)instacron:UNINOVEporhttps://periodicos.uninove.br/gep/article/view/23854/10348Copyright (c) 2023 Dos autoreshttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessCirceli Barbieri Santin, LucasScarduelli Pacheco, Bruna CristineSeido Nagano, Marcelo2023-08-01T13:54:13Zoai:ojs.periodicos.uninove.br:article/23854Revistahttps://periodicos.uninove.br/gepPRIhttps://periodicos.uninove.br/gep/oaigep@uninove.br || editor@revistagep.org || crismonteiro@uninove.br2236-09722236-0972opendoar:2023-08-01T13:54:13Revista Gestão e Projetos (GeP) - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Use of the AHP method in a project to select a marketing agency in a B2B company
Utilização do método AHP em projeto para seleção de uma agência de marketing em uma empresa B2B
title Use of the AHP method in a project to select a marketing agency in a B2B company
spellingShingle Use of the AHP method in a project to select a marketing agency in a B2B company
Circeli Barbieri Santin, Lucas
AHP
Analytic Hierarchy Process
Marketing digital
B2B
project
AHP
Analytic Hierarchy Process
Marketing digital
B2B
Projeto
title_short Use of the AHP method in a project to select a marketing agency in a B2B company
title_full Use of the AHP method in a project to select a marketing agency in a B2B company
title_fullStr Use of the AHP method in a project to select a marketing agency in a B2B company
title_full_unstemmed Use of the AHP method in a project to select a marketing agency in a B2B company
title_sort Use of the AHP method in a project to select a marketing agency in a B2B company
author Circeli Barbieri Santin, Lucas
author_facet Circeli Barbieri Santin, Lucas
Scarduelli Pacheco, Bruna Cristine
Seido Nagano, Marcelo
author_role author
author2 Scarduelli Pacheco, Bruna Cristine
Seido Nagano, Marcelo
author2_role author
author
dc.contributor.author.fl_str_mv Circeli Barbieri Santin, Lucas
Scarduelli Pacheco, Bruna Cristine
Seido Nagano, Marcelo
dc.subject.por.fl_str_mv AHP
Analytic Hierarchy Process
Marketing digital
B2B
project
AHP
Analytic Hierarchy Process
Marketing digital
B2B
Projeto
topic AHP
Analytic Hierarchy Process
Marketing digital
B2B
project
AHP
Analytic Hierarchy Process
Marketing digital
B2B
Projeto
description The essence of operations research is to help decision makers in solving problems. This paper aims to apply the Analytic Hierarchy Process (AHP) method to assist a business to business (B2B) company in selecting one of four marketing agencies for hiring. The intention of this company with this hiring is to expand its digital channels and strengthen its external communication with periodic posts on its social networks (mainly LinkedIn) focused on inbound marketing (also called attraction marketing), and restructure its website, which is outdated, to attract new customers and employees. The criteria that were considered were cost, each agency’s portfolio, technical expertise and relationship with employees. The four agencies had their names hidden, and the agency that obtained greater weight in relation to the objective was Agency 1. The results were satisfactory, the AHP method proved to be efficient, easy to apply, quick to execute and flexible. 
publishDate 2023
dc.date.none.fl_str_mv 2023-08-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/gep/article/view/23854
10.5585/gep.v14i2.23854
url https://periodicos.uninove.br/gep/article/view/23854
identifier_str_mv 10.5585/gep.v14i2.23854
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/gep/article/view/23854/10348
dc.rights.driver.fl_str_mv Copyright (c) 2023 Dos autores
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Dos autores
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv Revista de Gestão e Projetos; v. 14 n. 2 (2023): (maio/ago.); 174-195
2236-0972
reponame:Revista Gestão e Projetos (GeP)
instname:Universidade Nove de Julho (UNINOVE)
instacron:UNINOVE
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str UNINOVE
institution UNINOVE
reponame_str Revista Gestão e Projetos (GeP)
collection Revista Gestão e Projetos (GeP)
repository.name.fl_str_mv Revista Gestão e Projetos (GeP) - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv gep@uninove.br || editor@revistagep.org || crismonteiro@uninove.br
_version_ 1797052864592347136

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