Abstract:

This paper discusses how the PROMETHEE II method can be used to solve important marketing issues like product selection, customer segmentation, and brand preference analysis. By incorporating both qualitative and quantitative data with PROMETHEE II, marketers can provide clear, transparent, and actionable decision rankings. By relying on recent empirical studies and comparative research, this study emphasizes the method's versatility, decision transparency, and ease of communication with stakeholders. It acknowledges that there is room for improvement in weight sensitivities, scalability in complicated situations, and integration with real-time decision-making systems. The paper's conclusion suggests future research directions, highlighting the potential of combining PROMETHEE II with artificial intelligence, big data analytics, and hybrid decision models to make it more applicable in new digital marketing landscapes.