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Research papers

Marketing decision-making using knowledge-based systems

Knowledge-based systems (KBS), a branch of artificial intelligence, are designed to replicate the functions performed by a human expert. They enable a user to consult a computer system as he/she would consult an expert advisor to figure out how to...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?
Authors: Pirkko Walden, Malin Brännback
June 15, 1992
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Citation

Walden and Brännback (1992a, June 15). Marketing decision-making using knowledge-based systems. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/marketing-decision-making-using-knowledge-based-systems


Research papers

Expert systems in strategic marketing planning

In this paper we will explore the use of decision support and expert systems in strategic marketing planning, give a short outline of an expert system for a pharmaceutical company and show the implementation of that system in a PC/AT environment.

Catalogue: Seminar 1987: M.M.I.S- Useful For The User
Authors: Christer Carlsson, Pirkko Walden, Sten-Olof Hansen
June 15, 1987
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Citation

Carlsson, Walden and Hansen (1987a, June 15). Expert systems in strategic marketing planning. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/expert-systems-in-strategic-marketing-planning