1.M. N.

Saludin''DERIVING CONSENSUS RANKINGS VIA MULTICRITERIA DECISION MAKING

METHODOLOGY''Feb 2004 in this literature review resercher found that This paper took a cautionary
stance to the impact of marketing mix on customer satisfaction, via a case study deriving consensus
rankings for benchmarking on selected retail stores in Malaysia. ELECTRE I model was used in deriving
consensus rankings via multicriteria decision making method for benchmarking base on the marketing
mix model 4Ps. Descriptive analysis was used to analyze the best practice among the four marketing
tactics.Outranking methods in consequence constituted a strong base on which to found the entire
structure of the behavioral theory of benchmarking applied to development of marketing strategy. This
study had looked only at a limited part of the puzzle of how consumer satisfaction translates into
behavioral outcomes. The study provided managers with guidance on how to generate rough outline of
potential marketing activities that could be used to take advantage of capabilities and convert
weaknesses and threats. This paper was interested portrays the effective usage of multicriteria decision
making and ranking method to help marketing manager predict their marketing trend.

2.P.Sathy''a A Study on Digital Marketing and its Impact''2015 in this literature review resercher found
that Digital marketing was the avenue of electronic communication which was used by the marketers to
endorse the goods and the services towards the marketplace. The supreme purpose of the digital
marketing was concerned with consumers and allows the customers to intermingle with the product by
virtue of digital media. This editorial concentrates on the magnitude of digital promotion for both
customers and marketers. they scrutinized the result of digital marketing on the based of firm’s sales.
100 respondents opinion was recollected to get the clear picture about the present study.

3.M. Nick Hajli'' A study of the impact of social media on consumers''2010 in this literature review
resercher found that Social media had provided new opportunities to consumers to engage in social
interaction on the internet. Consumers was used social media, such as online communities, to generate
content and to network with other users. The study of social media could also identify the advantages to
be gained by business. A multidisciplinary model, building on the technology acceptance model and
relevant literature on trust and social media, had been devised. The model had been validated by SEM-
PLS, demonstrating the role of social media in the development of e-commerce into social commerce.
The data was emerged from a survey show how social media facilitate the social interaction of
consumers, leading to increased trust and intention to buy. The results was also showed that trust had a
significant direct effect on intention to buy.