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Books > Business & Economics > Business & management > Sales & marketing
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Expert Systems for Scanner Data Environments - The Marketing Workbench Laboratory Experience (Hardcover, 1990 ed.)
Loot Price: R3,105
Discovery Miles 31 050
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Expert Systems for Scanner Data Environments - The Marketing Workbench Laboratory Experience (Hardcover, 1990 ed.)
Series: International Series in Quantitative Marketing, 3
Expected to ship within 10 - 15 working days
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Total price: R3,125
Discovery Miles: 31 250
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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.
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