Expert Systems for Scanner Data Environments - The Marketing Workbench Laboratory Experience (Hardcover, 1990 ed.)

This book is about the role of expert systems in marketing, particularly in the consumer goods industry. Section I describes the changing nature of consumer marketing and presents the rationale and need for expert systems. The remainder of the book combines a tutorial on expert systems with a series of expert system prototypes. The tutorial material is presented in three places. First, section II is devoted to introducing expert systems in general. Chapter 3 provides a general introduction to the topic, which is continued in chapter 4 where a small expert system (the Promotion Advisor) is used to illustrate the important features of a backward-chaining, rule-based system. The promotion theme is extended in chapter 5 where a larger system is presented. The material in all three of these chapters was designed as an introduction and tutorial on the most common technology for building applied expert systems: the backward-chaining, rule-based inference engine. Tutorial material is also contained in the body of the chapters that describe the prototypes. This material is usually in the form of sample rules and a description of the process for applying the rules. The third location of the expert system material is in chapters that follow discussions of the prototypes. Chapter 7 is a technical chapter on the coupling of expert systems to traditional systems.

General

Imprint:	Springer
Country of origin:	Netherlands
Series:	International Series in Quantitative Marketing, 3
Release date:	July 2003
First published:	November 1990
Authors:	John M. McCann • John P. Gallagher
Dimensions:	235 x 155 x 14mm (L x W x T)
Format:	Hardcover
Pages:	224
Edition:	1990 ed.
ISBN-13:	978-0-7923-9076-3
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	0-7923-9076-8
Barcode:	9780792390763

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