| Author: | Esch, F. R. |
| Title: | Das CAAS-Diagnosesystem |
| Journal: | Marketing
1992 : VOL. 14:3, p. 167-182 |
| Index terms: | ADVERTISING EFFECTIVENESS DECISION SUPPORT SYSTEMS |
| Language: | ger |
| Abstract: | The article presents an expert system which evaluates advertising relying on known strategies and social techniques. The system gives advice how to optimize our advertising budget. Problems and practical experiences gained with the system are presented as well as the body of knowledge constituting the basis of the system. |
SCIMA