An expert system for promotion budget allocation to international markets

Rita, P. and Moutinho, L. (1994) An expert system for promotion budget allocation to international markets. Journal of International Consumer Marketing, 6(3-4), pp. 101-121. (doi: 10.1300/J046v06n03_07)

Abstract

This article's main thrust is centered on the analysis and discussion of the findings generated from interviews undertaken with a sample of European National Tourist Offices (NTOs). These in-depth interviews were carried out as part of a research methodology that underlies the knowledge acquisition process to build TOUREX, an expert system aimed at assisting NTOs in the allocation of promotion budget sums to international travel markets. The fieldwork interviews produced a number of useful results whereby the particular model and demonstration system could be enhanced.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Moutinho, Professor Luiz
• Authors: Rita, P., and Moutinho, L.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Journal of International Consumer Marketing
• ISSN: 0896-1530