Marketing Intelligent Systems Using Soft Computing Managerial and Research Applications /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Casillas, Jorge. (Editor), Martn̕ez-Lp̤ez, Francisco J. (Editor)
• Format: Electronic
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg, 2010.
• Series: Studies in Fuzziness and Soft Computing, 258
• Subjects: Engineering.; Artificial intelligence.; Engineering mathematics.; Marketing.; Appl.Mathematics/Computational Methods of Engineering.; Artificial Intelligence (incl. Robotics).
• Online Access: https://ezaccess.library.uitm.edu.my/login?url=http://dx.doi.org/10.1007/978-3-642-15606-9

 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 <U+0013> segmentation, modeling, e-commerce, etc. <U+0013> using different technologies such as clustering, evolutionary algorithms, multi-agent systems, or fuzzy logic.