Intelligent Support Systems for Marketing Decisions...

Features

• Cover Type: Hard Cover with 528 pages
• Published by: Springer
• Edition: 1st Edition September 30, 2002
• Written in: English
• ISBN 10 Number: 1402071949
• ISBN 13 Number: 978-1402071942
• Book Dimensions: 9.7 x 6.3 x 1.2 inches
• Weighs: 1.9 pounds

Product Review


From the reviews:

"This book deals with the influences of multicriteria analysis, decision support systems and artificial intelligence approaches on marketing approaches. Special emphasis is given to the area of new product development and formation penetration strategies. The authors claim that this is the first book bringing all these aspects together. … It is well written and clearly structured." (Stefan Nickel, Zentralblatt MATH, Vol. 1072 (23), 2005)

Product Description


Intelligent Support Systems for Marketing Decisions looks at 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-à-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.