Computer Modelling and Expert Systems in Marketing

This is the first volume directly to apply discussion of expert systems and computer simulation models to the area of marketing management. Drawing on original research, the authors show how the use of knowledge-based systems and computerised modelling procedures can improve managerial decision-making.
The first section of the book looks at the concepts involved, giving examples of spreadsheets and databases, and a review of marketing expert systems. The second section then concentrates on the background and operation of several knowledge bases designed for specific marketing problems. The emphasis throughout is on practical application and the provision of a variety of case studies, and interesting examples will inspire and enable readers to develop their own models in a variety of different settings.
This volume provides an excellent framework for development in this growing area and will be of great interest to students and researchers in information technology, marketing and related disciplines.

Luiz Moutinho is Professor of Marketing at Cardiff Business School.