Intelligent Support Systems for Marketing Decisions

Intelligent Support Systems for Marketing Decisions

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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-An-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.... A __, selected Model * A A Selected Model | Selected Model Evaluations Selected Model Selected Model |alt;|Suggested pats Forecasting models alt;!-Data Analysis Modela€”E * P8 Analysis Model w o g mode - odelP7 F Expert firma#39;s Model Base System -* M ... Data flow diagram of the main functions of MARKEX In every case, the first files that are created are the questions files that contain the questionsanbsp;...

Title:Intelligent Support Systems for Marketing Decisions
Author: Nikolaos Matsatsinis, Y. Siskos
Publisher:Springer Science & Business Media - 2012-12-06

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