search query: @author Plath, D. A. / total: 3
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| Author: | Stevenson, T. H. Plath, D. A. Bush, C. M. |
| Title: | Using expert systems in industrial marketing |
| Journal: | Industrial Marketing Management
1990 : AUG, 19:3, p. 243-249 |
| Index terms: | MARKETING INDUSTRIAL SELLING DECISION SUPPORT SYSTEMS ARTIFICIAL INTELLIGENCE MARKETING INFORMATION |
| Language: | eng |
| Abstract: | Benefits and problems associated with expert systems implementation and conditions of their use in industrial marketing are reviewed; several early efforts to use expert systems in marketing are discussed. A manager's guide to practical uses of expert systems technology is presented. Recent experience shows that it is important 1. to plan exactly what marketers want to accomplish using an expert system, 2. to change the way certain tasks are accomplished within the firm, 3. to realize that a simple expert system application is more likely to succeed than a complex project, 4. that a particular business problem should drive the decision to commit marketing resources to an expert system project. |
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