John M McCann

(Author)

Expert Systems for Scanner Data Environments: The Marketing Workbench Laboratory Experience (1990)Paperback - 1990, 6 October 2012

Expert Systems for Scanner Data Environments: The Marketing Workbench Laboratory Experience (1990)
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Part of Series
International Quantitative Marketing
Part of Series
International Series in Quantitative Marketing
Print Length
224 pages
Language
English
Publisher
Springer
Date Published
6 Oct 2012
ISBN-10
940105746X
ISBN-13
9789401057462

Description

This book is about the role of expert systems in marketing, particularly in the consumer goods industry. Section I describes the changing nature of consumer marketing and presents the rationale and need for expert systems. The remainder of the book combines a tutorial on expert systems with a series of expert system prototypes. The tutorial material is presented in three places. First, section II is devoted to introducing expert systems in general. Chapter 3 provides a general introduction to the topic, which is continued in chapter 4 where a small expert system (the Promotion Advisor) is used to illustrate the important features of a backward-chaining, rule-based system. The promotion theme is extended in chapter 5 where a larger system is presented. The material in all three of these chapters was designed as an introduction and tutorial on the most common technology for building applied expert systems: the backward-chaining, rule-based inference engine. Tutorial material is also contained in the body of the chapters that describe the prototypes. This material is usually in the form of sample rules and a description of the process for applying the rules. The third location of the expert system material is in chapters that follow discussions of the prototypes. Chapter 7 is a technical chapter on the coupling of expert systems to traditional systems.

Product Details

Authors:
John M McCannJohn P Gallagher
Book Edition:
1990
Book Format:
Paperback
Country of Origin:
NL
Date Published:
6 October 2012
Dimensions:
23.39 x 15.6 x 1.3 cm
ISBN-10:
940105746X
ISBN-13:
9789401057462
Language:
English
Location:
Dordrecht
Pages:
224
Publisher:
Weight:
344.73 gm

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