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About Marketing Intelligent Systems Using Soft Computing: Managerial and Research Applications
The success of companies is partly dependent on the generation of suitable knowledge upon which to base decision-making, and due to the centrality of the marketing function in organizations, marketing-related knowledge is of strategic relevance. In this connection, it is unlikely to reach a full understanding of any set of systems supporting marketing management without paying the necessary attention to the Artificial Intelligence-based methodologies applied to aid marketing-related decisions. However, as yet these methods are both under-developed and under-used. This book represents a notable and creative step forward in this respect. The editorial project has especially focused on the so-called Marketing Intelligent Systems, a cutting-edge category for marketing management support that focuses on a sophisticated treatment of knowledge by Soft Computing and other machine learning techniques. The reader will find smart reflections on this general theme from diverse world-leading marketing academics through short essays, and a collection of chapters devoted to a variety of applications – segmentation, modeling, e-commerce, etc. – using different technologies such as clustering, evolutionary algorithms, multi-agent systems, or fuzzy logic.
Detailed Information
| Author: | Berend Wierenga (auth.), Jorge Casillas, Francisco J. Martínez-López (eds.) |
|---|---|
| Publication Year: | 2010 |
| ISBN: | 9783642156052 |
| Pages: | 490 |
| Language: | English |
| File Size: | 6.487 |
| Format: | |
| Price: | FREE |
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