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E-raamat: Marketing Intelligent Systems Using Soft Computing: Managerial and Research Applications

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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 20783-8030 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.
Essays.- Marketing and Artificial Intelligence: Great Opportunities,
Reluctant Partners.- Data Mining and Scientific Knowledge: Some Cautions for
Scholarly Researchers.- Observations on Soft Computing in Marketing.- Soft
Computing Methods in Marketing: Phenomena and Management Problems.-
User-Generated Content: The Voice of the Customer in the 21st Century.-
Fuzzy Networks.- KDD: Applying in Marketing Practice Using Point of Sale
Information.- Marketing Sales Interface and the Role of KDD.- Segmentation
and Targeting.- Applying Soft Cluster Analysis Techniques to Customer
Interaction Information.- Marketing Intelligent System for Customer
Segmentation.- Using Data Fusion to Enrich Customer Databases with Survey
Data for Database Marketing.- Collective Intelligence in Marketing.-
Marketing Modelling.- Predictive Modeling on Multiple Marketing Objectives
Using Evolutionary Computation.- Automatic Discovery of Potential Causal
Structures in Marketing Databases Based on Fuzzy Association Rules.-
FuzzyEvolutionary Modeling of Customer Behavior for Business Intelligence.-
Communication/Direct Marketing.- An Evaluation Model for Selecting Integrated
Marketing Communication Strategies for Customer Relationship Management.-
Direct Marketing Based on a Distributed Intelligent System.- Direct Marketing
Modeling Using Evolutionary Bayesian Network Learning Algorithm.- Product.-
Designing Optimal Products: Algorithms and Systems.- PRODLINE: Architecture
of an Artificial Intelligence Based Marketing Decision Support System for
PRODuct LINE Designs.- A Dempster-Shafer Theory Based Exposition of
Probabilistic Reasoning in Consumer Choice.- E-Commerce.- Decision Making in
Multiagent Web Services Based on Soft Computing.- Dynamic Price Forecasting
in Simultaneous Online ArtAuctions.- Analysing Incomplete Consumer Web Data
Using the Classification and Ranking Belief Simplex (Probabilistic Reasoning
and Evolutionary Computation).
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