Marketing Intelligent Systems Using Soft Computing

Managerial and Research Applications

  • Jorge Casillas
  • Francisco J. Martínez-López

Part of the Studies in Fuzziness and Soft Computing book series (STUDFUZZ, volume 258)

Table of contents

  1. Front Matter
  2. Essays

  3. Segmentation and Targeting

    1. Randall E. Duran, Li Zhang, Tom Hayhurst
      Pages 49-78
    2. Brano Markic, Drazena Tomic
      Pages 79-111
    3. Tilmann Bruckhaus
      Pages 131-154
  4. Marketing Modelling

    1. Albert Orriols-Puig, Jorge Casillas, Francisco J. Martínez-López
      Pages 181-206
    2. Célia da Costa Pereira, Andrea G. B. Tettamanzi
      Pages 207-225
  5. Communication/Direct Marketing

  6. Product

    1. Stelios Tsafarakis, Nikolaos Matsatsinis
      Pages 295-336

About this book

Introduction

The success of companies is partly dependent on the generation of suitable knowledge upon which to base decision-making, and due to the centrality of the marketing function in organizations, marketing-related knowledge is of strategic relevance. In this connection, it is unlikely to reach a full understanding of any set of systems supporting marketing management without paying the necessary attention to the Artificial Intelligence-based methodologies applied to aid marketing-related decisions. However, as yet these methods are both under-developed and under-used. This book represents a notable and creative step forward in this respect. The editorial project has especially focused on the so-called Marketing Intelligent Systems, a cutting-edge category for marketing management support that focuses on a sophisticated treatment of knowledge by Soft Computing and other machine learning techniques. The reader will find smart reflections on this general theme from diverse world-leading marketing academics through short essays, and a collection of chapters devoted to a variety of applications – segmentation, modeling, e-commerce, etc. – using different technologies such as clustering, evolutionary algorithms, multi-agent systems, or fuzzy logic.

Keywords

Database Marketing Marketing Point of Sale Sales algorithms communication databases

Editors and affiliations

  • Jorge Casillas
    • 1
  • Francisco J. Martínez-López
    • 1
  1. 1.University of GranadaSpain

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-642-15606-9
  • Copyright Information Springer-Verlag Berlin Heidelberg 2010
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Engineering
  • Print ISBN 978-3-642-15605-2
  • Online ISBN 978-3-642-15606-9
  • Series Print ISSN 1434-9922
  • Series Online ISSN 1860-0808
  • About this book