Computer Modelling and Expert Systems in Marketing - Hardcover

Moutinho, Luiz; Curry, Bruce; Davies, Fiona; Rita, Paulo

 
9780415089838: Computer Modelling and Expert Systems in Marketing
Hardcover
ISBN 10: 0415089832 ISBN 13: 9780415089838
Verlag: Cengage Learning EMEA, 1995

Inhaltsangabe

This is the first volume directly to apply 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 computerised modelling procedures can improve managerial decision-making.
The first section of the book 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 will inspire and enable readers to develop their own models in a variety of different settings.
This volume provides an excellent framework for development in this growing area and will be of great interest to students and researchers in information technology, marketing and related disciplines.

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Über die Autorin bzw. den Autor

Luiz Moutinho is Professor of Marketing at Cardiff Business School.

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Verlag
Cengage Learning EMEA
Erscheinungsdatum
1995
Sprache
Englisch
ISBN 10 
0415089832
ISBN 13 
9780415089838
Einband
Gebundene Ausgabe
Anzahl der Seiten
224
Kontakt zum Hersteller
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Verantwortliche Person
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