ISSN:
0263-4503
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Strategic marketing planning is a complex task which involves manyexpert judgements. Expert systems would have a tremendous impact in thisfield, but the development of marketing expert systems has proven to bedifficult. Describes a hybrid expert system, HYMS, for strategicmarketing planning. HYMS aims to provide a structured marketing planningprocess, guide a user through this process, offer expert advice at keystages and finally make recommendations for users in setting objectivesand strategies. It combines the advantages of the expert system anddecision support system technology in order to enhance itseffectiveness. Presents a a brief review on expert systems and decisionsupport systems in marketing and then discusses the selection of astrategic marketing planning model and software for HYMS. Describes thearchitecture of the prototype system and the knowledge elicitationissues. Finally, proposes the further extension and enhancement of theHYMS system and offers a brief conclusion from current research.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/02634509510147670
