Publisher's Synopsis
This volume directly applies discussion of expert systems and computer simulation models to the area of marketing management. Drawing on original research, the authors show how the use of knowledge-based systems and computerized modelling procedures can improve managerial decision-making.;The first section looks at the concepts involved, giving examples of spreadsheets and databases, and a review of marketing expert systems. The second section then concentrates on the background and operation of several knowledge bases designed for specific marketing problems. The emphasis throughout is on practical application, and the provision of a variety of case studies and interesting examples aims to assist readers to develop their own models in a variety of different settings. This volume presents a framework for development in this growing area and should be of significant interest to students and researchers in information technology, marketing and related disciplines.
