Knowledge-Driven Marketing Management Support Systems II: Case-Based Reasoning, Neural Networks, and Creativity Support Systems
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In this book we discuss two major techniques for knowledge processing or reasoning with knowledge. In the previous chapter we dealt with the first one, rule-based reasoning (which is the basis of expert systems). In this chapter we discuss the second technique, case-based reasoning. The idea underlying case-based reasoning is that, when solving a new problem, a person remembers a previous, similar problem situation and reuses information and knowledge from that prior problem to solve the current one. Case-based reasoning systems are computer programs that follow this principle and consist of a “case base” of earlier cases and mechanisms for storing, retrieving, adapting, and learning from cases.
KeywordsNeural Network Case Base Hide Unit Direct Marketing Sales Promotion
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