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Several marketing applications of the Analytic Hierarchy Process (AHP) are reviewed. The paper starts with a brief description of this process, which was developed by Thomas Saaty in 1971, including an eight-point outline of how to apply it. The thrust of the paper is a discussion of a number of illustrative applications of the AHP covering the following areas:

• the portfolio decisions of a firm whose management is concerned with the determination of the desired target portfolio and allocation of resources among its components,
• determination of the directions for new product development, and
• generation and evaluation of marketing mix strategies.

Various suggestions for additional research on the AHP and its marketing applications are highlighted.