Overview
- Authors:
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John M. McCann
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The Fuqua School of Business, Duke University, Durham, USA
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John P. Gallagher
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The Fuqua School of Business, Duke University, Durham, USA
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Table of contents (13 chapters)
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Front Matter
Pages i-xiii
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The Changing Marketing World
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- John M. McCann, John P. Gallagher
Pages 3-14
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- John M. McCann, John P. Gallagher
Pages 15-30
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Knowledge Based-System
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- John M. McCann, John P. Gallagher
Pages 33-50
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- John M. McCann, John P. Gallagher
Pages 51-73
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- John M. McCann, John P. Gallagher
Pages 75-87
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Applications
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- John M. McCann, John P. Gallagher
Pages 91-114
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- John M. McCann, John P. Gallagher
Pages 115-131
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- John M. McCann, John P. Gallagher
Pages 133-143
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- John M. McCann, John P. Gallagher
Pages 145-160
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- John M. McCann, John P. Gallagher
Pages 161-181
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- John M. McCann, John P. Gallagher
Pages 183-202
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- John M. McCann, John P. Gallagher
Pages 203-212
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- John M. McCann, John P. Gallagher
Pages 213-220
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Back Matter
Pages 221-224
About this book
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.
