Marketing Intelligent Systems Using Soft Computing Managerial and Research Applications /

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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor Corporativo: SpringerLink (Online service)
Otros Autores: Casillas, Jorge (Editor ), Martínez López, Francisco J. (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2010.
Edición:1st ed. 2010.
Colección:Studies in Fuzziness and Soft Computing, 258
Temas:
Computer-aided engineering.
Artificial intelligence.
Business.
Management science.
Engineering mathematics.
Engineering-Data processing.
Marketing.
Computer-Aided Engineering (CAD, CAE) and Design.
Artificial Intelligence.
Business and Management.
Mathematical and Computational Engineering Applications.
Acceso en línea:Texto Completo
Descripción
Sumario: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 - segmentation, modeling, e-commerce, etc. - using different technologies such as clustering, evolutionary algorithms, multi-agent systems, or fuzzy logic.
Descripción Física:XIV, 478 p. 187 illus., 85 illus. in color. online resource.
ISBN:9783642156069
ISSN:1860-0808 ;

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