UID:
almahu_9949198274702882
Format:
XIII, 224 p.
,
online resource.
Edition:
1st ed. 1990.
ISBN:
9789401139236
Series Statement:
International Series in Quantitative Marketing, 3
Content:
This book is about the role of expert systems in marketing, particularly in the consumer goods industry. Section I describes the changing nature of consumer marketing and presents the rationale and need for expert systems. The remainder of the book combines a tutorial on expert systems with a series of expert system prototypes. The tutorial material is presented in three places. First, section II is devoted to introducing expert systems in general. Chapter 3 provides a general introduction to the topic, which is continued in chapter 4 where a small expert system (the Promotion Advisor) is used to illustrate the important features of a backward-chaining, rule-based system. The promotion theme is extended in chapter 5 where a larger system is presented. The material in all three of these chapters was designed as an introduction and tutorial on the most common technology for building applied expert systems: the backward-chaining, rule-based inference engine. Tutorial material is also contained in the body of the chapters that describe the prototypes. This material is usually in the form of sample rules and a description of the process for applying the rules. The third location of the expert system material is in chapters that follow discussions of the prototypes. Chapter 7 is a technical chapter on the coupling of expert systems to traditional systems.
Note:
List of Figures -- Preface -- Acknowledgments -- SECTION I: The Changing Marketing World -- 1 The Marketing Data Explosion: The Promise and the Reality -- 2 A Necessary Transition -- SECTION II: Knowledge-Based Systems -- 3 An Introduction to Knowledge Systems -- 4 Expert Systems in Marketing. An Introduction -- 5 Textbook Promotion Advisor -- SECTION III: Applications -- 6 A Marketmetrics Knowledge System -- 7 The Coupled System -- 8 Model Animation -- 9 The Promotion Detective -- 10 Dealmaker -- 11 Dealmaker: A Model-Based Reasoning System -- 12 Related Research -- 13 Implementation Issues -- Author Index.
In:
Springer Nature eBook
Additional Edition:
Printed edition: ISBN 9789401057462
Additional Edition:
Printed edition: ISBN 9780792390763
Additional Edition:
Printed edition: ISBN 9789401139243
Language:
English
Subjects:
Economics
DOI:
10.1007/978-94-011-3923-6
URL:
https://doi.org/10.1007/978-94-011-3923-6
URL:
Volltext
(URL des Erstveröffentlichers)
