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130626 ||| eng |
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|a 9783642156069
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| 100 |
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|a Casillas, Jorge
|e [editor]
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| 245 |
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|a Marketing Intelligent Systems Using Soft Computing
|h Elektronische Ressource
|b Managerial and Research Applications
|c edited by Jorge Casillas, Francisco J. Martínez López
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| 250 |
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|a 1st ed. 2010
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| 260 |
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|a Berlin, Heidelberg
|b Springer Berlin Heidelberg
|c 2010, 2010
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| 300 |
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|a XIV, 478 p. 187 illus., 85 illus. in color
|b online resource
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| 505 |
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|a 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 “Voice of the Customer” 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 -- Fuzzy–Evolutionary 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 ArtAuctions -- Analysing Incomplete Consumer Web Data Using the Classification and Ranking Belief Simplex (Probabilistic Reasoning and Evolutionary Computation)
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| 653 |
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|a Business
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| 653 |
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|a Engineering mathematics
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| 653 |
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|a Management science
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| 653 |
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|a Computer-Aided Engineering (CAD, CAE) and Design
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| 653 |
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|a Artificial Intelligence
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| 653 |
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|a Business and Management
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| 653 |
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|a Computer-aided engineering
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| 653 |
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|a Artificial intelligence
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| 653 |
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|a Marketing
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| 653 |
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|a Engineering / Data processing
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| 653 |
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|a Mathematical and Computational Engineering Applications
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| 700 |
1 |
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|a Martínez López, Francisco J.
|e [editor]
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| 041 |
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7 |
|a eng
|2 ISO 639-2
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| 989 |
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|b Springer
|a Springer eBooks 2005-
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| 490 |
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|a Studies in Fuzziness and Soft Computing
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| 028 |
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|a 10.1007/978-3-642-15606-9
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| 856 |
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|u https://doi.org/10.1007/978-3-642-15606-9?nosfx=y
|x Verlag
|3 Volltext
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| 082 |
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|a 670.285
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| 520 |
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|a 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
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