Marketing Intelligent Systems Using Soft Computing

Managerial and Research Applications
2010
ISBN: 978-3-642-26525-9
Verlag: Springer

Buch, Englisch, Band 258, 478 Seiten, Paperback, Format (B × H): 155 mm x 235 mm, Gewicht: 739 g

Reihe: Studies in Fuzziness and Soft Computing

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.

Zielgruppe

Research

Autoren/Hrsg.

Martínez López, Francisco J.

Casillas, Jorge

Martínez López, Francisco José

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsinformatik, SAP, IT-Management
• Mathematik | Informatik EDV | Informatik Informatik Künstliche Intelligenz Fuzzy-Systeme
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Mathematik | Informatik EDV | Informatik Angewandte Informatik Wirtschaftsinformatik

Inhaltsverzeichnis

Part 1 Essays.- Part 2 Segmentation and Targeting.- Part 3 Marketing Modeling.- Part 4 Communication/Direct Marketing.- Part 5 Product.- Part 6 E-Commerce.