Moutinho, L., Curry, B. and Davies, F. (1995) Bankstrat: a strategic marketing expert system for retail banking. Journal of Strategic Marketing, 3(1), pp. 61-75. (doi: 10.1080/09652549500000004)
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Abstract
This paper describes an expert system (ES) model which can be used to support strategic decision making, with specific reference to banking and financial services. It begins with a review of trends in the banking sector and a further review of previous ES applications in marketing. The practical operation of the model and its internal logic are described. The paper concludes with general remarks on the scope for applying ES methods in this domain.
| Item Type: | Articles |
|---|---|
| Status: | Published |
| Refereed: | Yes |
| Glasgow Author(s) Enlighten ID: | Moutinho, Professor Luiz |
| Authors: | Moutinho, L., Curry, B., and Davies, F. |
| College/School: | College of Social Sciences > Adam Smith Business School > Management |
| Journal Name: | Journal of Strategic Marketing |
| ISSN: | 0965-254X |
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