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.
Author(s): Berend Wierenga (auth.), Jorge Casillas, Francisco J. Martínez-López (eds.)
Series: Studies in Fuzziness and Soft Computing 258
Edition: 1
Publisher: Springer-Verlag Berlin Heidelberg
Year: 2010
Language: English
Pages: 478
Tags: Appl.Mathematics/Computational Methods of Engineering; Artificial Intelligence (incl. Robotics); Marketing
Front Matter....Pages -
Marketing and Artificial Intelligence: Great Opportunities, Reluctant Partners....Pages 1-8
Data Mining and Scientific Knowledge: Some Cautions for Scholarly Researchers....Pages 9-15
Observations on Soft Computing in Marketing....Pages 17-19
Soft Computing Methods in Marketing: Phenomena and Management Problems....Pages 21-26
User-Generated Content: The “Voice of the Customer” in the 21st Century....Pages 27-29
Fuzzy Networks....Pages 31-34
KDD: Applying in Marketing Practice Using Point of Sale Information....Pages 35-41
Marketing – Sales Interface and the Role of KDD....Pages 43-48
Applying Soft Cluster Analysis Techniques to Customer Interaction Information....Pages 49-78
Marketing Intelligent System for Customer Segmentation....Pages 79-111
Using Data Fusion to Enrich Customer Databases with Survey Data for Database Marketing....Pages 113-130
Collective Intelligence in Marketing....Pages 131-154
Predictive Modeling on Multiple Marketing Objectives Using Evolutionary Computation....Pages 155-179
Automatic Discovery of Potential Causal Structures in Marketing Databases Based on Fuzzy Association Rules....Pages 181-206
Fuzzy–Evolutionary Modeling of Customer Behavior for Business Intelligence....Pages 207-225
An Evaluation Model for Selecting Integrated Marketing Communication Strategies for Customer Relationship Management....Pages 227-254
Direct Marketing Based on a Distributed Intelligent System....Pages 255-271
Direct Marketing Modeling Using Evolutionary Bayesian Network Learning Algorithm....Pages 273-294
Designing Optimal Products: Algorithms and Systems....Pages 295-336
PRODLINE: Architecture of an Artificial Intelligence Based Marketing Decision Support System for PRODuct LINE Designs....Pages 337-363
A Dempster-Shafer Theory Based Exposition of Probabilistic Reasoning in Consumer Choice....Pages 365-387
Decision Making in Multiagent Web Services Based on Soft Computing....Pages 389-415
Dynamic Price Forecasting in Simultaneous Online Art Auctions....Pages 417-445
Analysing Incomplete Consumer Web Data Using the Classification and Ranking Belief Simplex (Probabilistic Reasoning and Evolutionary Computation)....Pages 447-473
Back Matter....Pages -
