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 und...

Table of Contents:

• Part 1 Essays
• Part 2 Segmentation and Targeting
• Part 3 Marketing Modeling
• Part 4 Communication/Direct Marketing
• Part 5 Product
• Part 6 E-Commerce.