Expert systems for scanner data environments: the Marketing Workbench Laboratory experience
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass. u.a.
Kluwer
1990
|
| Schriftenreihe: | International series in quantitative marketing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | VIII, 224 S. graph. Darst. |
| ISBN: | 0792390768 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804120868472750080 |
|---|---|
| adam_text | CONTENTS
List of Figures vii
Preface ix
Acknowledgments xi
SECTION I: The Changing Marketing World l
1 The Marketing Data Explosion: 3
The Promise and the Reality
2 A Necessary Transition 15
SECTION II: Knowledge Based Systems 31
3 An Introduction to Knowledge Systems 33
4 Expert Systems in Marketing: An Introduction 51
5 Textbook Promotion Advisor 75
SECTION III: Applications 89
6 A Marketmetrics Knowledge System 91
7 The Coupled System 115
8 Model Animation 133
9 The Promotion Detective 145
10 Dealmaker 161
11 Dealmaker: A Model Based Reasoning System 183
12 Related Research 203
13 Implementation Issues 213
Author Index 221
Subject Index 223
LIST OF FIGURES
3.1 Sample Knowledge Base for Deciding Among Advertising
Campaign Options 36
22 Sample Dialogs with the Knowledge Base in Figure 3.1 37
33 Sample Knowledge Base with Certainty Factors 43
4.1 Example of an ESE Screen 64
5.1 Information, Knowledge, Reasoning, Conclusion Model 84
5.2 Knowledge System Model 85
S3 Information System Model 85
5.4 Information and Knowledge System Model 86
7.1 Flow of Control 117
12 The SAS Component 118
73 ESE to SAS Communication 119
7.4 Coupled System Components 119
7.5 The Five Phase Modeling Process 128
8.1 Causal Factor Data 135
8.2 Typical Regression Package Output 136
83 Causal Factor Effects 137
8.4 Summation of Causal Factor Effects 138
8.5 Total Effects of Causal Factors for Year 138
8.6 Causal Factor Data for One Promotion 140
8.7 Summation of Causal Factor Effects for One Promotion 141
8.8 Total Effects of Causal Factors for One Promotion 141
9.1 Display Activity During Promotion 150
92 Asymmetry in Number of Stores Displaying the Item 150
10.1 A Model of a Market 164
10.2 The Market Model That Underlies DEALMAKER 167
103 Opening Screen and Menu Bar 170
10.4 Defined Deal 171
10.5 Market s Response and Selecting Los Angeles for Review 172
viii
10.6 Los Angeles s Response and Selecting Retailer Rl M 172
10.7 The System s General Description of Retailer Rl M 173
10.8 Specific Inquiry About R3 s Acceptance 173
10.9 The Explanation of R3 s Rejection of the Deal 174
10.10 The Explanation for Missing the Desired Price 174
10.11 Asking to Review the Chicago Response 175
10.12 Inquiring About Chicago Retailer R3 M 175
10.13 The System s Description of Retailer R3 M 176
10.14 Asking to Review Responses of Boston Retailers 176
10.15 Boston s Response and Inquiry Regarding R2 M 177
10.16 What the System Has to Say About R2 M 177
10.17 Asking to Restructure the Deal 178
10.18 A New Deal to Be Offered to All Markets 178
10.19 Market s Response and Another Request to Alter the Deal 179
10.20 A Final Correction to the Deal Structure 179
10.21 The Final Result: Improved Performance in Boston 179
11.1 Lattice Model of Consumable Commodities 184
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| illustrated | Illustrated |
| indexdate | 2024-07-09T16:48:55Z |
| institution | BVB |
| isbn | 0792390768 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-004211422 |
| oclc_num | 21675356 |
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| physical | VIII, 224 S. graph. Darst. |
| publishDate | 1990 |
| publishDateSearch | 1990 |
| publishDateSort | 1990 |
| publisher | Kluwer |
| record_format | marc |
| series2 | International series in quantitative marketing |
| spelling | MacCann, John M. Verfasser aut Expert systems for scanner data environments the Marketing Workbench Laboratory experience John M. McCann ; John P. Gallagher Boston, Mass. u.a. Kluwer 1990 VIII, 224 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier International series in quantitative marketing Marketing - Informatique ram Systèmes experts (informatique) ram Datenverarbeitung Expert systems (Computer science) Marketing Data processing Optical scanners Datenauswertung (DE-588)4131193-0 gnd rswk-swf Scanner (DE-588)4195691-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Expertensystem (DE-588)4113491-6 gnd rswk-swf Marketing (DE-588)4037589-4 s Expertensystem (DE-588)4113491-6 s DE-604 Scanner (DE-588)4195691-6 s Datenauswertung (DE-588)4131193-0 s Gallagher, John Patrick Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=004211422&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | MacCann, John M. Gallagher, John Patrick Expert systems for scanner data environments the Marketing Workbench Laboratory experience Marketing - Informatique ram Systèmes experts (informatique) ram Datenverarbeitung Expert systems (Computer science) Marketing Data processing Optical scanners Datenauswertung (DE-588)4131193-0 gnd Scanner (DE-588)4195691-6 gnd Marketing (DE-588)4037589-4 gnd Expertensystem (DE-588)4113491-6 gnd |
| subject_GND | (DE-588)4131193-0 (DE-588)4195691-6 (DE-588)4037589-4 (DE-588)4113491-6 |
| title | Expert systems for scanner data environments the Marketing Workbench Laboratory experience |
| title_auth | Expert systems for scanner data environments the Marketing Workbench Laboratory experience |
| title_exact_search | Expert systems for scanner data environments the Marketing Workbench Laboratory experience |
| title_full | Expert systems for scanner data environments the Marketing Workbench Laboratory experience John M. McCann ; John P. Gallagher |
| title_fullStr | Expert systems for scanner data environments the Marketing Workbench Laboratory experience John M. McCann ; John P. Gallagher |
| title_full_unstemmed | Expert systems for scanner data environments the Marketing Workbench Laboratory experience John M. McCann ; John P. Gallagher |
| title_short | Expert systems for scanner data environments |
| title_sort | expert systems for scanner data environments the marketing workbench laboratory experience |
| title_sub | the Marketing Workbench Laboratory experience |
| topic | Marketing - Informatique ram Systèmes experts (informatique) ram Datenverarbeitung Expert systems (Computer science) Marketing Data processing Optical scanners Datenauswertung (DE-588)4131193-0 gnd Scanner (DE-588)4195691-6 gnd Marketing (DE-588)4037589-4 gnd Expertensystem (DE-588)4113491-6 gnd |
| topic_facet | Marketing - Informatique Systèmes experts (informatique) Datenverarbeitung Expert systems (Computer science) Marketing Data processing Optical scanners Datenauswertung Scanner Marketing Expertensystem |
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