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A hybrid system for strategic marketing planning

Research Output: Contribution to journal Article Peer-review

Abstract

Strategic marketing planning is a complex task which involves many expert judgements. Expert systems would have a tremendous impact in this field, but the development of marketing expert systems has proven to be difficult. Describes a hybrid expert system, HYMS, for strategic marketing planning. HYMS aims to provide a structured marketing planning process, guide a user through this process, offer expert advice at key stages and finally make recommendations for users in setting objectives and strategies. It combines the advantages of the expert system and decision support system technology in order to enhance its effectiveness. Presents a a brief review on expert systems and decision support systems in marketing and then discusses the selection of a strategic marketing planning model and software for HYMS. Describes the architecture of the prototype system and the knowledge elicitation issues. Finally, proposes the further extension and enhancement of the HYMS system and offers a brief conclusion from current research.

Publication Information

Output type

Research Output: Contribution to journal Article Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 5-12

Journal (Volume, Issue Number)

Marketing Intelligence and Planning (Volume 13, Issue 11)

Publication milestones

  • Published - 01/01/1995

Publication status

Published - 01/01/1995

ISSN

0263-4503

External Publication IDs

  • handle.net: 10547/251025
  • Scopus: 0342916883

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