Intelligent Support Systems for Marketing Decisions

Intelligent Support Systems for Marketing Decisions

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Intelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these methodologies in making strategic marketing decisions.Part I discusses the basic concepts of multicriteria analysis vis-à-vis marketing decisions and in new product development situations. Part II presents basic concepts from the fields of...