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A framework for a hybrid intelligent system in support of marketing strategy development

Research Output: Contribution to journal Article Peer-review

Abstract

A framework for a hybrid intelligent support system is proposed, on the basis of a discussion of the main problems of current computer‐based support systems and the roles for computer‐based systems in developing marketing strategy. The objectives of the framework are: to integrate the strengths of different support techniques and technologies; to assist strategic analysis; to couple strategic analysis with managers’ judgement; to help managers deal with uncertainty; and to aid strategic thinking. Within this framework, the benefits of different strategic analysis models are combined to offer enhanced support for a logical sequence of strategic analysis, while the advantages of diverse support techniques and technologies are integrated and fitted to support different aspects of the marketing strategy development process. As well as the theoretical basis for the proposed framework, the paper also examines the associated technical issues.

Publication Information

Output type

Research Output: Contribution to journal Article Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 70-79

Journal (Volume, Issue Number)

Marketing Intelligence and Planning (Volume 17, Issue 2)

Publication milestones

  • Published - 01/01/1999

Publication status

Published - 01/01/1999

ISSN

0263-4503

External Publication IDs

  • handle.net: 10547/251045
  • Scopus: 84986178240

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