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Data, Expert Knowledge And Decisions: An Interdisciplinary Approach With Emphasis On Marketing Applications,New
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Crossdisciplinary research on how computerassisted decision making can be supported by sophisticated data analysis techniques and recent developments in knowledgebased systems research are described in this volume, with emphasis on marketing applications. Aspects dealt with include marketshare analysis (spreadsheet based), media planning, stochastic market modelling, marketing data analysis and new product introduction management (all knowledgebased, partly using PROLOG). These contributions emphasize links between decision support, expert knowledge research and marketing. Other application areas are debt and credit management and personnel disposition (KEE based), portfolio management (PROLOG based) and vehicle scheduling. Concrete interconnections between data analysis and marketing can be seen in the contributions on classification and unfolding of market data, market segmentation by forced classification, conjoint analysis applications, ideal point product mapping, MDS in telecommunications pricing and multimode marketing data evaluations.
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