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Book synopsis

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.

Book details

Book category Knihy po anglicky Economics, finance, business & management Business & management Sales & marketing

• Full title: Expert Systems for Scanner Data Environments
• Subtitle: The Marketing Workbench Laboratory Experience
• Author: John M. McCann, John P. Gallagher
• Language: English
• Binding: Paperback
• Number of pages: 224
• EAN: 9789401057462
• ISBN: 940105746X
• ID: 07007617
• Publisher: Springer
• Weight: 379 g
• Dimensions: 235 × 155 × 14 mm
• Date of publishing: 06. October 2012

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