This is the first volume directly to apply discussion of expert systems and computer simulation models to the area of marketing management. Drawing on original research, the authors show how the use of knowledge-based systems and computerised modelling procedures can improve managerial decision-making. The first section of the book looks at the concepts involved, giving examples of spreadsheets and databases, and a review of marketing expert systems. The second section then concentrates on the background and operation of several knowledge bases designed for specific marketing problems. The emphasis throughout is on practical application and the provision of a variety of case studies, and interesting examples will inspire and enable readers to develop their own models in a variety of different settings. This volume provides an excellent framework for development in this growing area and will be of great interest to students and researchers in information technology, marketing and related disciplines.

Computer Modelling and Expert Systems in Marketing

Business & Money

MOUTINHO, LUIZ

Davies, Fiona

Curry, Bruce

Rita, Paulo

Management & Leadership

Routledge

Quantitative Analysis in Marketing Management

Goode, Mark

Marketing & Sales

wiley

Quantitative marketing is not an easy subject to grasp. Quantitative Analysis in Marketing Management introduces a kinder, gentler approach to the various quantitative concepts and techniques in marketing management. This exciting new book examines techniques drawn from other management disciplines (e.g. financial management and operations management) and shows how these techniques can be applied to marketing management. To aid comprehension, a number of problems and case studies are included at the end of each chapter. The text is divided into three parts: * statistics, demand analysis and forecasting; * financial analysis, operations and control systems; and * future trends Quantitative Analysis in Marketing Management is suitable for undergraduate and MBA students enrolled in marketing management, market analysis and forecasting, strategic marketing, marketing research courses, together with MSc marketing courses.

Quantitative marketing is not an easy subject to grasp. Quantitative Analysis in Marketing Management introduces a kinder, gentler approach to the various quantitative concepts and techniques in marketing management. This exciting new book examines techniques drawn from other management disciplines (e.g. financial management and operations management) and shows how these techniques can be applied to marketing management. To aid comprehension, a number of problems and case studies are included at the end of each chapter. The text is divided into three parts: * statistics, demand analysis and forecasting; * financial analysis, operations and control systems; and * future trends Quantitative Analysis in Marketing Management is suitable for undergraduate and MBA students enrolled in marketing management, market analysis and forecasting, strategic marketing, marketing research courses, together with MSc marketing courses.

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