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Book synopsis

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.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Marketing Intelligent Systems Using Soft Computing
• Author: Jorge Casillas, Francisco José Martínez López
• Language: English
• Binding: Hardback
• Number of pages: 478
• EAN: 9783642156052
• ISBN: 3642156053
• ID: 01656588
• Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
• Weight: 1900 g
• Dimensions: 235 × 155 × 27 mm
• Date of publishing: 30. September 2010

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