Ebook: Expert Systems for Scanner Data Environments: The Marketing Workbench Laboratory Experience
- Tags: Marketing, Operation Research/Decision Theory
- Series: International Series in Quantitative Marketing 3
- Year: 1990
- Publisher: Springer Netherlands
- Edition: 1
- Language: English
- pdf
This book is about the role of expert systems in marketing, particularly in the consumer goods industry. Section I describes the changing nature of consumer marketing and presents the rationale and need for expert systems. The remainder of the book combines a tutorial on expert systems with a series of expert system prototypes. The tutorial material is presented in three places. First, section II is devoted to introducing expert systems in general. Chapter 3 provides a general introduction to the topic, which is continued in chapter 4 where a small expert system (the Promotion Advisor) is used to illustrate the important features of a backward-chaining, rule-based system. The promotion theme is extended in chapter 5 where a larger system is presented. The material in all three of these chapters was designed as an introduction and tutorial on the most common technology for building applied expert systems: the backward-chaining, rule-based inference engine. Tutorial material is also contained in the body of the chapters that describe the prototypes. This material is usually in the form of sample rules and a description of the process for applying the rules. The third location of the expert system material is in chapters that follow discussions of the prototypes. Chapter 7 is a technical chapter on the coupling of expert systems to traditional systems.
Content:
Front Matter....Pages i-xiii
Front Matter....Pages 1-1
The Marketing Data Explosion: The Promise and the Reality....Pages 3-14
A Necessary Transition....Pages 15-30
Front Matter....Pages 31-31
An Introduction to Knowledge Systems1 ....Pages 33-50
Expert Systems In Marketing: An Introduction....Pages 51-73
Textbook Promotion Advisor....Pages 75-87
Front Matter....Pages 89-89
A Marketmetrics Knowledge System....Pages 91-114
The Coupled System....Pages 115-131
Model Animation....Pages 133-143
The Promotion Detective....Pages 145-160
Dealmaker....Pages 161-181
Dealmaker: A Model-Based Reasoning System....Pages 183-202
Related Research....Pages 203-212
Implementation Issues....Pages 213-220
Back Matter....Pages 221-224
Content:
Front Matter....Pages i-xiii
Front Matter....Pages 1-1
The Marketing Data Explosion: The Promise and the Reality....Pages 3-14
A Necessary Transition....Pages 15-30
Front Matter....Pages 31-31
An Introduction to Knowledge Systems1 ....Pages 33-50
Expert Systems In Marketing: An Introduction....Pages 51-73
Textbook Promotion Advisor....Pages 75-87
Front Matter....Pages 89-89
A Marketmetrics Knowledge System....Pages 91-114
The Coupled System....Pages 115-131
Model Animation....Pages 133-143
The Promotion Detective....Pages 145-160
Dealmaker....Pages 161-181
Dealmaker: A Model-Based Reasoning System....Pages 183-202
Related Research....Pages 203-212
Implementation Issues....Pages 213-220
Back Matter....Pages 221-224
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