Marketing Intelligent Systems Using Soft Computing Managerial and Research Applications

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 und...

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Bibliographic Details
Other Authors: Casillas, Jorge (Editor), Martínez López, Francisco J. (Editor)
Format: eBook
Language:English
Published: Berlin, Heidelberg Springer Berlin Heidelberg 2010, 2010
Edition:1st ed. 2010
Series:Studies in Fuzziness and Soft Computing
Subjects:
Online Access:
Collection: Springer eBooks 2005- - Collection details see MPG.ReNa
Table of Contents:
  • 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