Marketing Intelligent Systems Using Soft Computing : Managerial and Research Applications

by Casillas, Jorge; L¢pez, Francisco Jos‚ Martinez

• ISBN13: 9783642265259
• ISBN10: 3642265251
• Format: Paperback
• Copyright: 2012-11-06
• Publisher: Springer Verlag

Summary

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.