Marketing Intelligent Systems Using Soft Computing: Managerial and Research Applications (Studies in Fuzziness and Soft Computin,Used

Product Description Dr. Jay Liebowitz Orkand Endowed Chair in Management and Technology University of Maryland University College Graduate School of Management & Technology 3501 University Boulevard East Adelphi, Maryland 207838030 USA jliebowitz@umuc. edu When I first heard the general topic of this book, Marketing Intelligent Systems or what Ill refer to as Marketing Intelligence, it sounded quite intriguing. Certainly, the marketing field is laden with numeric and symbolic data, ripe for various types of miningdata, text, multimedia, and web mining. Its an open laboratory for applying numerous forms of intelligentsianeural networks, data mining, expert systems, intelligent agents, genetic algorithms, support vector machines, hidden Markov models, fuzzy logic, hybrid intelligent systems, and other techniques. I always felt that the marketing and finance domains are wonderful application areas for intelligent systems, and this book demonstrates the synergy between marketing and intelligent systems, especially soft computing. Interactive advertising is a complementary field to marketing where intelligent systems can play a role. I had the pleasure of working on a summer faculty f lowship with R/GA in New York Citythey have been ranked as the top inter tive advertising agency worldwide. I quickly learned that interactive advertising also takes advantage of data visualization and intelligent systems technologies to help inform the Chief Marketing Officer of various companies. Having improved ways to present information for strategic decision making through use of these technologies is a great benefit. From the Back Cover The success of companies is partly dependent on the generation of suitable knowledge upon which to base decisionmaking, and due to the centrality of the marketing function in organizations, marketingrelated knowledge is of strategic relevance. In this connection, it is unlikely to reach a full understanding of any set of systems supporting marketing management without paying the necessary attention to the Artificial Intelligencebased methodologies applied to aid marketingrelated decisions. However, as yet these methods are both underdeveloped and underused. This book represents a notable and creative step forward in this respect. The editorial project has especially focused on the socalled Marketing Intelligent Systems, a cuttingedge category for marketing management support that focuses on a sophisticated treatment of knowledge by Soft Computing and other machine learning techniques. The reader will find smart reflections on this general theme from diverse worldleading marketing academics through short essays, and a collection of chapters devoted to a variety of applications segmentation, modeling, ecommerce, etc. using different technologies such as clustering, evolutionary algorithms, multiagent systems, or fuzzy logic.