Intelligent Support Systems for Marketing Decisions

AvNikolaos F. Matsatsinis,Y. Siskos

Inbunden, Engelska, 2002

Del i serien International Series in Operations Research & Management Science

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Beskrivning

Intelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these methodologies in making strategic marketing decisions. Part I discusses the basic concepts of multicriteria analysis vis-à-vis marketing decisions and in new product development situations. Part II presents basic concepts from the fields of Information Systems, Decision Support Systems, and Intelligent Decision Support Methods. In addition, specialized categories of DSS (multicriteria DSS, web-based DSS, group DSS, spatial DSS) are discussed in terms of their key features and current use in marketing applications. Part III presents IDSS and a multicriteria methodology for new product development. Further chapters present a developmental strategy for analyzing, designing, and implementing an Intelligent Marketing Decision Support System. The implementation discussion is illustrated with a real-world example of the methods and system in use.

Produktinformation

Utgivningsdatum:2002-09-30
Mått:155 x 235 x 29 mm
Vikt:853 g
Format:Inbunden
Språk:Engelska
Serie:International Series in Operations Research & Management Science
Antal sidor:514
Upplaga:2003
Förlag:Kluwer Academic Publishers
ISBN:9781402071942

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Recensioner i media

From the reviews: "This book deals with the influences of multicriteria analysis, decision support systems and artificial intelligence approaches on marketing approaches. Special emphasis is given to the area of new product development and formation penetration strategies. The authors claim that this is the first book bringing all these aspects together. ... It is well written and clearly structured." (Stefan Nickel, Zentralblatt MATH, Vol. 1072 (23), 2005)

Innehållsförteckning

I — Marketing Decisions.- 1 Decision Analysis and Support.- 2 The Structure of Marketing Decisions.- 3 Strategic Marketing Decisions.- II — Intelligent Support Systems.- 4 Information Systems.- 5 Decision Support Systems.- 6 Advanced Decision Support Systems.- 7 Intelligent Decision Support Methods.- 8 Intelligent Decision Support Systems in Marketing.- 9 New Product Development Methodology.- 10 Analysis and Design of MARKEX.- 11 Applications in Marketing.- References.