Data, Expert Knowledge and Decisions: An Interdisciplinary Approach with Emphasis on Marketing Applications
Author: Wolfgang A. Gaul (Editor), Martin Schader (Editor)
Publisher: Springer
Edition: Softcover reprint of the original 1st ed. 1988 edition
Publication Date: 2012-01-07
Language: English
Paperback: 388 pages
ISBN-10: 364273491X
ISBN-13: 9783642734915
Book Description
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, stochastic market modelling, marketing data analysis and new product introduction management (all knowledge-based, partly using PROLOG). These contributions emphasize links between decision support, expert knowledge research and marketing. Other application areas are debt and credit management and personnel disposition (KEE based), portfolio management (PROLOG based) and vehicle scheduling. Concrete interconnections between data analysis and marketing can be seen in the contributions on classification and unfolding of market data, market segmentation by forced classification, conjoint analysis applications, ideal point product mapping, MDS in telecommunications pricing and multi-mode marketing data evaluations.
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