Intelligent Support Systems for Marketing Decisions

Intelligent Support Systems for Marketing Decisions

by Nikolaos Matsatsinis, Y. Siskos
     
 

Intelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these

Overview

Intelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these methodologies in making strategic marketing decisions.

Part I discusses the basic concepts of multicriteria analysis vis-à-vis marketing decisions and in new product development situations. Part II presents basic concepts from the fields of Information Systems, Decision Support Systems, and Intelligent Decision Support Methods. In addition, specialized categories of DSS (multicriteria DSS, web-based DSS, group DSS, spatial DSS) are discussed in terms of their key features and current use in marketing applications. Part III presents IDSS and a multicriteria methodology for new product development. Further chapters present a developmental strategy for analyzing, designing, and implementing an Intelligent Marketing Decision Support System. The implementation discussion is illustrated with a real-world example of the methods and system in use.

Editorial Reviews

From the Publisher

From the reviews:

"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. … It is well written and clearly structured." (Stefan Nickel, Zentralblatt MATH, Vol. 1072 (23), 2005)

Product Details

ISBN-13:
9781461354154
Publisher:
Springer US
Publication date:
04/30/2013
Series:
International Series in Operations Research & Management Science, #54
Edition description:
Softcover reprint of the original 1st ed. 2003
Pages:
514
Product dimensions:
6.10(w) x 9.25(h) x 0.04(d)

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