Marketing intelligent systems using 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 academicsthrough 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. Develops and applies intelligent systems based on Soft Computing methods for marketing State-of-the-Art book Written by leading experts INDICE: Part 1 Essays.- Part 2 Segmentation and Targeting.- Part 3 Marketing Modeling.- Part 4 Communication/Direct Marketing.- Part 5 Product.- Part 6 E-Commerce.

• ISBN: 978-3-642-15605-2
• Editorial: Springer
• Encuadernacion: Cartoné
• Páginas: 356
• Fecha Publicación: 30/09/2010
• Nº Volúmenes: 1
• Idioma: Inglés