Marketing Intelligent Systems Using Soft Computing (eBook, PDF)

Managerial and Research Applications
Redaktion: Casillas, Jorge; Martínez López, Francisco J.

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Springer Berlin Heidelberg
• Seitenzahl: 478
• Erscheinungstermin: 5. Oktober 2010
• Englisch
• ISBN-13: 9783642156069
• Artikelnr.: 44621525

Inhaltsangabe

Essays.- Marketing and Artificial Intelligence: Great Opportunities, Reluctant Partners.- Data Mining and Scientific Knowledge: Some Cautions for Scholarly Researchers.- Observations on Soft Computing in Marketing.- Soft Computing Methods in Marketing: Phenomena and Management Problems.- User-Generated Content: The "Voice of the Customer" in the 21st Century.- Fuzzy Networks.- KDD: Applying in Marketing Practice Using Point of Sale Information.- Marketing - Sales Interface and the Role of KDD.- Segmentation and Targeting.- Applying Soft Cluster Analysis Techniques to Customer Interaction Information.- Marketing Intelligent System for Customer Segmentation.- Using Data Fusion to Enrich Customer Databases with Survey Data for Database Marketing.- Collective Intelligence in Marketing.- Marketing Modelling.- Predictive Modeling on Multiple Marketing Objectives Using Evolutionary Computation.- Automatic Discovery of Potential Causal Structures in Marketing Databases Based on Fuzzy Association Rules.- Fuzzy-Evolutionary Modeling of Customer Behavior for Business Intelligence.- Communication/Direct Marketing.- An Evaluation Model for Selecting Integrated Marketing Communication Strategies for Customer Relationship Management.- Direct Marketing Based on a Distributed Intelligent System.- Direct Marketing Modeling Using Evolutionary Bayesian Network Learning Algorithm.- Product.- Designing Optimal Products: Algorithms and Systems.- PRODLINE: Architecture of an Artificial Intelligence Based Marketing Decision Support System for PRODuct LINE Designs.- A Dempster-Shafer Theory Based Exposition of Probabilistic Reasoning in Consumer Choice.- E-Commerce.- Decision Making in Multiagent Web Services Based on Soft Computing.- Dynamic Price Forecasting in Simultaneous Online ArtAuctions.- Analysing Incomplete Consumer Web Data Using the Classification and Ranking Belief Simplex (Probabilistic Reasoning and Evolutionary Computation).