Constructing a knowledge base for a marketing expert system

Curry, B., Moutinho, L. and Davies, F. (1992) Constructing a knowledge base for a marketing expert system. Marketing Intelligence and Planning, 10(11), pp. 12-20. (doi:10.1108/02634509210021555)

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Abstract

Originates from a research project which aims to investigate the potential for “intelligent” computer models as decision-support tools, with particular emphasis on strategic analysis. Describes field work carried out with the intention of validating the working models which have been developed. The fieldwork produced a number of useful suggestions whereby the particular model could be enhanced, as well as demonstrating the potential for applying intelligent models in practice.

Item Type:Articles
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Moutinho, Professor Luiz
Authors: Curry, B., Moutinho, L., and Davies, F.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Marketing Intelligence and Planning
ISSN:0263-4503

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