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140122 ||| eng |
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|a 9789401139236
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| 100 |
1 |
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|a McCann, John M.
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| 245 |
0 |
0 |
|a Expert Systems for Scanner Data Environments
|h Elektronische Ressource
|b The Marketing Workbench Laboratory Experience
|c by John M. McCann, John P. Gallagher
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| 250 |
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|a 1st ed. 1990
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| 260 |
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|a Dordrecht
|b Springer Netherlands
|c 1990, 1990
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| 300 |
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|a XIII, 224 p
|b online resource
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| 505 |
0 |
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|a List of Figures -- Preface -- Acknowledgments -- SECTION I: The Changing Marketing World -- 1 The Marketing Data Explosion: The Promise and the Reality -- 2 A Necessary Transition -- SECTION II: Knowledge-Based Systems -- 3 An Introduction to Knowledge Systems -- 4 Expert Systems in Marketing. An Introduction -- 5 Textbook Promotion Advisor -- SECTION III: Applications -- 6 A Marketmetrics Knowledge System -- 7 The Coupled System -- 8 Model Animation -- 9 The Promotion Detective -- 10 Dealmaker -- 11 Dealmaker: A Model-Based Reasoning System -- 12 Related Research -- 13 Implementation Issues -- Author Index
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| 653 |
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|a Operations research
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| 653 |
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|a Marketing
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| 653 |
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|a Operations Research and Decision Theory
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| 700 |
1 |
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|a Gallagher, John P.
|e [author]
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| 041 |
0 |
7 |
|a eng
|2 ISO 639-2
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| 989 |
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|b SBA
|a Springer Book Archives -2004
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| 490 |
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|a International Series in Quantitative Marketing
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| 028 |
5 |
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|a 10.1007/978-94-011-3923-6
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| 856 |
4 |
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|u https://doi.org/10.1007/978-94-011-3923-6?nosfx=y
|x Verlag
|3 Volltext
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| 082 |
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|a 658.8
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| 520 |
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|a 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
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