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- Title
Developing Marketing Expert Systems: An Application to International Negotiations.
- Authors
Rangaswamy, Arvind; Eliashberg, Jehoshua; Burke, Raymond R.; Wind, Jerry
- Abstract
A large number of marketing decisions are based on "expert" judgments. In the emerging field of expert systems, techniques are being developed for systematically representing and using expert knowledge in computer systems. The computerization of marketing expertise will enhance decision support to marketing managers. The authors evaluate the opportunities and difficulties associated with building marketing expert systems by discussing the development of NEGOTEX (negotiations expert), a system that provides guidelines to individuals or teams preparing for international marketing negotiations. Possible benefits of this methodology in other areas of marketing are identified.
- Subjects
EXPERT systems; MARKETING management; DECISION support systems; MANAGEMENT information systems; INDUSTRIAL management; COMPUTERS in business; ARTIFICIAL intelligence research; OFFICE practice automation; ELECTRONIC information resources; COMPUTER network resources
- Publication
Journal of Marketing, 1989, Vol 53, Issue 4, p24
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224298905300402