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| Author: | Esch, F-D. Muffler, T. |
| Title: | Expertensysteme im Marketing. |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1989 : VOL. 11:3, p. 145-152 |
| Index terms: | MARKETING COMPUTERS EXPERT SYSTEMS |
| Language: | ger |
| Abstract: | What are expert systems? How they are built up? How to select the software in which the expert system should be implemented? What are the areas, situations in which expert systems could be profitably used? What are the advantages of expert systems as opposed to live experts? Existing expert systems in marketing: SHANEX (market share analyses), MSA (marketing decisions), Windau's system for the analysis of the present situation, EES (procurement), ADCAD (publicity strategy), CAA (creative ideas). |
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