Springer Marketing Intelligent Systems Using Soft Computing: Managerial and Research Applications: 258 (Studies in Fuzziness and Soft Computing, 258)

These days it is more essential than ever to develop ad hoc knowledge discovery in databases (KDD) applications for the resolution of information and decision-taking problems in marketing. This book explains soft computing methods that are fit for the purpose. From the Back Cover The success of companies is partly dependent on the generation of suitable knowledge upon which to base decision-making, and due to the centrality of the marketing function in organizations, marketing-related knowledge is of strategic relevance. In this connection, it is unlikely to reach a full understanding of any set of systems supporting marketing management without paying the necessary attention to the Artificial Intelligence-based methodologies applied to aid marketing-related decisions. However, as yet these methods are both under-developed and under-used. This book represents a notable and creative step forward in this respect. The editorial project has especially focused on the so-called Marketing Intelligent Systems, a cutting-edge category for marketing management support that focuses on a sophisticated treatment of knowledge by Soft Computing and other machine learning techniques. The reader will find smart reflections on this general theme from diverse world-leading marketing academics through short essays, and a collection of chapters devoted to a variety of applications – segmentation, modeling, e-commerce, etc. – using different technologies such as clustering, evolutionary algorithms, multi-agent systems, or fuzzy logic.