Intelligent Support Systems for Marketing Decisions

2003. Auflage 2002
ISBN: 978-1-4020-7194-2
Verlag: Springer

Buch, Englisch, Band 54, 514 Seiten, Format (B × H): 161 mm x 247 mm, Gewicht: 2020 g

Reihe: International Series in Operations Research & Management Science

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-à-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.

Zielgruppe

Research

Autoren/Hrsg.

Matsatsinis, Nikolaos F

Siskos, Y.

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Ökonometrie
• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsmathematik und -statistik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

I — Marketing Decisions.- 1 Decision Analysis and Support.- 2 The Structure of Marketing Decisions.- 3 Strategic Marketing Decisions.- II — Intelligent Support Systems.- 4 Information Systems.- 5 Decision Support Systems.- 6 Advanced Decision Support Systems.- 7 Intelligent Decision Support Methods.- 8 Intelligent Decision Support Systems in Marketing.- 9 New Product Development Methodology.- 10 Analysis and Design of MARKEX.- 11 Applications in Marketing.- References.