Expert Systems for Scanner Data Environments: The Marketing Workbench Laboratory Experience: 3 (International Series in Quantitative Marketing) - Softcover

McCann, John M. M.; Gallagher, John P.

 
9789401057462: Expert Systems for Scanner Data Environments: The Marketing Workbench Laboratory Experience: 3 (International Series in Quantitative Marketing)
Softcover
ISBN 10: 940105746X ISBN 13: 9789401057462
Verlag: Springer, 2012

Inhaltsangabe

This book is about the role of expert systems in marketing, particularly in the consumer goods industry. Section I describes the changing nature of consumer marketing and presents the rationale and need for expert systems. The remainder of the book combines a tutorial on expert systems with a series of expert system prototypes. The tutorial material is presented in three places. First, section II is devoted to introducing expert systems in general. Chapter 3 provides a general introduction to the topic, which is continued in chapter 4 where a small expert system (the Promotion Advisor) is used to illustrate the important features of a backward-chaining, rule-based system. The promotion theme is extended in chapter 5 where a larger system is presented. The material in all three of these chapters was designed as an introduction and tutorial on the most common technology for building applied expert systems: the backward-chaining, rule-based inference engine. Tutorial material is also contained in the body of the chapters that describe the prototypes. This material is usually in the form of sample rules and a description of the process for applying the rules. The third location of the expert system material is in chapters that follow discussions of the prototypes. Chapter 7 is a technical chapter on the coupling of expert systems to traditional systems.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Reseña del editor

This book is about the role of expert systems in marketing, particularly in the consumer goods industry. Section I describes the changing nature of consumer marketing and presents the rationale and need for expert systems. The remainder of the book combines a tutorial on expert systems with a series of expert system prototypes. The tutorial material is presented in three places. First, section II is devoted to introducing expert systems in general. Chapter 3 provides a general introduction to the topic, which is continued in chapter 4 where a small expert system (the Promotion Advisor) is used to illustrate the important features of a backward-chaining, rule-based system. The promotion theme is extended in chapter 5 where a larger system is presented. The material in all three of these chapters was designed as an introduction and tutorial on the most common technology for building applied expert systems: the backward-chaining, rule-based inference engine. Tutorial material is also contained in the body of the chapters that describe the prototypes. This material is usually in the form of sample rules and a description of the process for applying the rules. The third location of the expert system material is in chapters that follow discussions of the prototypes. Chapter 7 is a technical chapter on the coupling of expert systems to traditional systems.

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Verlag
Springer
Erscheinungsdatum
2012
Sprache
Englisch
ISBN 10 
940105746X
ISBN 13 
9789401057462
Einband
Tapa blanda
Anzahl der Seiten
244
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Weitere beliebte Ausgaben desselben Titels

9780792390763: Expert Systems for Scanner Data Environments: The Marketing Workbench Laboratory Experience: 3 (International Series in Quantitative Marketing)

Vorgestellte Ausgabe

ISBN 10:  0792390768 ISBN 13:  9780792390763
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Hardcover