Using data and knowledge to support strategic marketing decisions
Advances in intelligent systems(1997)
摘要
The need to combine data and experts' knowledge in order to solve complex and ill-structured decision problems is a major concern in the modern marketing and management science. In this paper, the functionality of an intelligent Decision Support System, named MARKEX, is presented. The system acts as a consultant for marketers, providing visual support to enhance understanding and to overcome lack of expertise. MARKEX incorporates partial knowledge bases to support decision-makers in different stages of the product development process. The data bases of the system are the results of consumer surveys, as well as financial information of the enterprises involved in the decision making process. The system's model base encompasses statistical analysis, preference analysis, and consumer choice models.
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关键词
strategic marketing decision
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