Data, Expert Knowledge and Decisions: An Interdisciplinary Approach with Emphasis on Marketing Applications

Cross-disciplinary research on how computer-assisted decision making can be supported by sophisticated data analysis techniques and recent developments in knowledge-based systems research are described in this volume, with emphasis on marketing applications. Aspects dealt with include market-share analysis (spreadsheet based), media planning, shastic market modelling, marketing data analysis and new product introduction management (all knowledge-based, partly using PROLOG). These contributi...