Expert Systems for Scanner Data Environments - The Marketing Workbench Laboratory Experience (Paperback, Softcover reprint of the original 1st ed. 1990)

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:	December 2012
First published:	1990
Authors:	John M. McCann • John P. Gallagher
Dimensions:	235 x 155 x 13mm (L x W x T)
Format:	Paperback
Pages:	224
Edition:	Softcover reprint of the original 1st ed. 1990
ISBN-13:	978-9401057462
Categories:	Books > Business & Economics > Business & management > Management & management techniques > Operational research Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	940105746X
Barcode:	9789401057462

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