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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.
Produkteigenschaften
- Artikelnummer: 9783642265259
- Medium: Buch
- ISBN: 978-3-642-26525-9
- Verlag: Springer
- Erscheinungstermin: 06.11.2012
- Sprache(n): Englisch
- Auflage: 2010
- Serie: Studies in Fuzziness and Soft Computing
- Produktform: Kartoniert, Previously published in hardcover
- Gewicht: 739 g
- Seiten: 478
- Format (B x H x T): 155 x 235 x 27 mm
- Ausgabetyp: Kein, Unbekannt