Knowledge-Driven Marketing Management Support Systems I: Artificial Intelligence, Knowledge Representation, and Expert Systems
- 187 Downloads
A marketing manager is exposed to a continuous stream of data and information, which he or she combines with the knowledge and experience in his or her mind in order to detect problems and react to opportunities in the market. A marketer is constantly trying to figure out what is going on and why (monitoring and diagnosis) and constantly devising marketing actions and programs that should lead to developments in the desired direction (planning and design). The purpose of marketing management support systems is to help the marketing decision maker in carrying out these tasks.
KeywordsExpert System Knowledge Representation Inference Engine Private Label Confidence Factor
Unable to display preview. Download preview PDF.