search query: @freeterm MARKETINGSTRATEGIE, PROBLEMORIENTIERTE / total: 2
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| Author: | Moutinho, L. Curry, B. Davies, F. |
| Title: | The COMSTRAT model: development of an expert system in strategic marketing (Marketinginformationssystem) |
| Journal: | Journal of General Management
1993 : AUTUMN, VOL. 19:1, p. 32-47 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, PROBLEMORIENTIERTE SOFTWARE, INFORMATIONSSYSTEM |
| Language: | eng |
| Abstract: | An ES is a computer program which contains human knowledge or expertise, which it can use to generate advice or instructions. This paper examines the scope for applying ES techniques in strategic decision making. The paper outlines a theoretical review pinpointing the most useful sources. The main issues concerned with developing and implementing computer models in this field are examined. The COMSTRAT model (which the authors developed) is outlined and the strengths and weaknesses of the model itself and of the ES approach are evaluated. |
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