Ebook: Intelligent Support Systems for Marketing Decisions
- Series: International Series in Operations Research & Management Science 54
- Year: 2003
- Publisher: Springer US
- Edition: Softcover reprint of the original 1st ed. 2003
- Language: English
- pdf
Intelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these methodologies in making strategic marketing decisions.
Part I discusses the basic concepts of multicriteria analysis vis-� -vis marketing decisions and in new product development situations. Part II presents basic concepts from the fields of Information Systems, Decision Support Systems, and Intelligent Decision Support Methods. In addition, specialized categories of DSS (multicriteria DSS, web-based DSS, group DSS, spatial DSS) are discussed in terms of their key features and current use in marketing applications. Part III presents IDSS and a multicriteria methodology for new product development. Further chapters present a developmental strategy for analyzing, designing, and implementing an Intelligent Marketing Decision Support System. The implementation discussion is illustrated with a real-world example of the methods and system in use.
Intelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these methodologies in making strategic marketing decisions.
Part I discusses the basic concepts of multicriteria analysis vis-`-vis marketing decisions and in new product development situations. Part II presents basic concepts from the fields of Information Systems, Decision Support Systems, and Intelligent Decision Support Methods. In addition, specialized categories of DSS (multicriteria DSS, web-based DSS, group DSS, spatial DSS) are discussed in terms of their key features and current use in marketing applications. Part III presents IDSS and a multicriteria methodology for new product development. Further chapters present a developmental strategy for analyzing, designing, and implementing an Intelligent Marketing Decision Support System. The implementation discussion is illustrated with a real-world example of the methods and system in use.
Intelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these methodologies in making strategic marketing decisions.
Part I discusses the basic concepts of multicriteria analysis vis-`-vis marketing decisions and in new product development situations. Part II presents basic concepts from the fields of Information Systems, Decision Support Systems, and Intelligent Decision Support Methods. In addition, specialized categories of DSS (multicriteria DSS, web-based DSS, group DSS, spatial DSS) are discussed in terms of their key features and current use in marketing applications. Part III presents IDSS and a multicriteria methodology for new product development. Further chapters present a developmental strategy for analyzing, designing, and implementing an Intelligent Marketing Decision Support System. The implementation discussion is illustrated with a real-world example of the methods and system in use.
Content:
Front Matter....Pages i-ix
Front Matter....Pages 1-1
Decision analysis and support....Pages 3-20
The structure of marketing decisions....Pages 21-59
Strategic Marketing Decisions....Pages 61-82
Front Matter....Pages 83-83
Information Systems....Pages 85-110
Decision Support Systems....Pages 111-169
Advanced Decision Support Systems....Pages 171-220
Intelligent Decision Support Methods....Pages 221-272
Intelligent Decision Support Systems in Marketing....Pages 273-336
Front Matter....Pages 337-337
New Product Development Methodology....Pages 339-366
Analysis and Design of MARKEX....Pages 367-402
Applications in Marketing....Pages 403-421
Back Matter....Pages 423-514
Intelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these methodologies in making strategic marketing decisions.
Part I discusses the basic concepts of multicriteria analysis vis-`-vis marketing decisions and in new product development situations. Part II presents basic concepts from the fields of Information Systems, Decision Support Systems, and Intelligent Decision Support Methods. In addition, specialized categories of DSS (multicriteria DSS, web-based DSS, group DSS, spatial DSS) are discussed in terms of their key features and current use in marketing applications. Part III presents IDSS and a multicriteria methodology for new product development. Further chapters present a developmental strategy for analyzing, designing, and implementing an Intelligent Marketing Decision Support System. The implementation discussion is illustrated with a real-world example of the methods and system in use.
Content:
Front Matter....Pages i-ix
Front Matter....Pages 1-1
Decision analysis and support....Pages 3-20
The structure of marketing decisions....Pages 21-59
Strategic Marketing Decisions....Pages 61-82
Front Matter....Pages 83-83
Information Systems....Pages 85-110
Decision Support Systems....Pages 111-169
Advanced Decision Support Systems....Pages 171-220
Intelligent Decision Support Methods....Pages 221-272
Intelligent Decision Support Systems in Marketing....Pages 273-336
Front Matter....Pages 337-337
New Product Development Methodology....Pages 339-366
Analysis and Design of MARKEX....Pages 367-402
Applications in Marketing....Pages 403-421
Back Matter....Pages 423-514
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