Marketing Intelligent Systems Using Soft Computing Managerial and Research Applications / [electronic resource] :
edited by Jorge Casillas, Francisco J. Martȡnez-Lpez.
- XIV, 478 p. online resource.
- Studies in Fuzziness and Soft Computing, 258 1434-9922 ; .
- Studies in Fuzziness and Soft Computing, 258 .
Essays -- Marketing and Artificial Intelligence: Great Opportunities, Reluctant Partners -- Data Mining and Scientific Knowledge: Some Cautions for Scholarly Researchers -- Observations on Soft Computing in Marketing -- Soft Computing Methods in Marketing: Phenomena and Management Problems -- User-Generated Content: The ǣVoice of the Customerǥ in the 21st Century -- Fuzzy Networks -- KDD: Applying in Marketing Practice Using Point of Sale Information -- Marketing Sales Interface and the Role of KDD -- Segmentation and Targeting -- Applying Soft Cluster Analysis Techniques to Customer Interaction Information -- Marketing Intelligent System for Customer Segmentation -- Using Data Fusion to Enrich Customer Databases with Survey Data for Database Marketing -- Collective Intelligence in Marketing -- Marketing Modelling -- Predictive Modeling on Multiple Marketing Objectives Using Evolutionary Computation -- Automatic Discovery of Potential Causal Structures in Marketing Databases Based on Fuzzy Association Rules -- FuzzyEvolutionary Modeling of Customer Behavior for Business Intelligence -- Communication/Direct Marketing -- An Evaluation Model for Selecting Integrated Marketing Communication Strategies for Customer Relationship Management -- Direct Marketing Based on a Distributed Intelligent System -- Direct Marketing Modeling Using Evolutionary Bayesian Network Learning Algorithm -- Product -- Designing Optimal Products: Algorithms and Systems -- PRODLINE: Architecture of an Artificial Intelligence Based Marketing Decision Support System for PRODuct LINE Designs -- A Dempster-Shafer Theory Based Exposition of Probabilistic Reasoning in Consumer Choice -- E-Commerce -- Decision Making in Multiagent Web Services Based on Soft Computing -- Dynamic Price Forecasting in Simultaneous Online Art Auctions -- Analysing Incomplete Consumer Web Data Using the Classification and Ranking Belief Simplex (Probabilistic Reasoning and Evolutionary Computation).
ZDB-2-ENG
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.