Intelligent support systems for marketing decisions.
type: Item
instance of: scholarly article
title: Intelligent support systems for marketing decisions.
zbMATH Open document ID: 1072.90020
author: Nikolaos F. Matsatsinis
author: Yannis Siskos
publication date: 2004-02-17T00:00:00Z
review text: This book deals with the influences of multicriteria analysis, decision support systems and artificial intelligence approaches on marketing approaches. Special emphasis is given to the area of new product development and formation penetration strategies. The authors claim that this is the first book bringing all these aspects together. The book is divided into three parts containing in total 11~chapters. Part~1 contains three chapters and introduces to the different aspects of the book. In the first chapter decision support processes are addressed and multicriteria decision analysis as well as multiobjective mathematical programming is briefly described. Chapter~2 focusses on the structure of marketing decisions, which includes a review of marketing problems and decisions. Also basic marketing decision models, consumer behavior analysis and brand choice models are addressed. The last chapter of the first part is devoted to strategic marketing decisions. Here, the strategic planning process, the development process of a new product, the product life cycle and the marketing mix are discussed. In the second part of the book (with 6 chapters) intelligent support systems are introduced in detail. Chapter~4 addresses various aspects of information systems, including: the strategic role of information systems, the system life cycle, computer-based information systems, marketing information systems and electronic commerce. The decision aspect is the topic of Chapter~5, where decision support systems (DSS) are discussed. After a historical review, the characteristics, the architecture, the structure and the user interface of DSS are described. Also the connection to database systems, to multicriteria decision analysis and to marketing is investigated. In Chapter~6 the findings of Chapter~5 are extended to advanced decision support systems. Especially multicriteria decision support systems, distributed decision support systems, spatial decision support systems and data wareho…
reviewed by: S. Nickel
Mathematics Subject Classification ID: 90B60
Mathematics Subject Classification ID: 90-02
Mathematics Subject Classification ID: 68T05
Mathematics Subject Classification ID: 68T30
Mathematics Subject Classification ID: 90C29
zbMATH DE Number: 2043965
zbMATH Keywords: decision support system
zbMATH Keywords: multicriteria optimization
zbMATH Keywords: machine learning
zbMATH Keywords: expert system
zbMATH Keywords: marketing
describes a project that uses: MARKEX
MaRDI profile type: Publication
published in: International Series in Operations Research & Management Science
description: scientific article; zbMATH DE number 2043965