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Item Details
| Title:
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EXPERT SYSTEMS FOR SCANNER DATA ENVIRONMENTS
THE MARKETING WORKBENCH LABORATORY EXPERIENCE |
| By: |
John M. McCann, John P. Gallagher |
| Format: |
Hardback |
| List price:
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£129.99 |
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We believe that this item is permanently unavailable, and so we cannot source
it.
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| ISBN 10: |
0792390768 |
| ISBN 13: |
9780792390763 |
| Publisher: |
SPRINGER |
| Pub. date: |
22 November, 1990 |
| Edition: |
1990 ed. |
| Series: |
International Series in Quantitative Marketing 3 |
| Pages: |
224 |
| Synopsis: |
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. |
| Illustrations: |
XIII, 224 p. |
| Publication: |
Netherlands |
| Imprint: |
Springer |
| Returns: |
Returnable |
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