Marketing Intelligent Systems Using Soft Computing

Managerial and Research Applications

Editors:

ISBN: 978-3-642-15605-2 (Print) 978-3-642-15606-9 (Online)

Table of contents (24 chapters)

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  1. Front Matter

    Pages -

  2. Essays

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      Pages 1-8

      Marketing and Artificial Intelligence: Great Opportunities, Reluctant Partners

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      Pages 9-15

      Data Mining and Scientific Knowledge: Some Cautions for Scholarly Researchers

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      Pages 17-19

      Observations on Soft Computing in Marketing

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      Pages 21-26

      Soft Computing Methods in Marketing: Phenomena and Management Problems

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      Pages 27-29

      User-Generated Content: The “Voice of the Customer” in the 21st Century

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      Pages 31-34

      Fuzzy Networks

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      Pages 35-41

      KDD: Applying in Marketing Practice Using Point of Sale Information

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      Pages 43-48

      Marketing – Sales Interface and the Role of KDD

  3. Segmentation and Targeting

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      Pages 49-78

      Applying Soft Cluster Analysis Techniques to Customer Interaction Information

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      Pages 79-111

      Marketing Intelligent System for Customer Segmentation

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      Pages 113-130

      Using Data Fusion to Enrich Customer Databases with Survey Data for Database Marketing

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      Pages 131-154

      Collective Intelligence in Marketing

  4. Marketing Modelling

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      Pages 155-179

      Predictive Modeling on Multiple Marketing Objectives Using Evolutionary Computation

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      Pages 181-206

      Automatic Discovery of Potential Causal Structures in Marketing Databases Based on Fuzzy Association Rules

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      Pages 207-225

      Fuzzy–Evolutionary Modeling of Customer Behavior for Business Intelligence

  5. Communication/Direct Marketing

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      Pages 227-254

      An Evaluation Model for Selecting Integrated Marketing Communication Strategies for Customer Relationship Management

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      Pages 255-271

      Direct Marketing Based on a Distributed Intelligent System

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      Pages 273-294

      Direct Marketing Modeling Using Evolutionary Bayesian Network Learning Algorithm

  6. Product

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      Pages 295-336

      Designing Optimal Products: Algorithms and Systems

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      Book Chapter

      Pages 337-363

      PRODLINE: Architecture of an Artificial Intelligence Based Marketing Decision Support System for PRODuct LINE Designs

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