Marketing Decision Support Systems: A Role for Neural Networking

Abstract

Looks at how neural network technology can be used to learn marketing data patterns and help build up marketing decision support systems. Marketing abounds with potential applications for this method. Provides analysis and some illustrations of how the technology can be used in place of more traditional approaches. Neural network technology can deal with both analogue and binary data patterns and can be employed to emulate an expert system. Discusses one modestly priced system now available for use with personal computers.

Citation

Proctor, R.A. (1992), "Marketing Decision Support Systems: A Role for Neural Networking", Marketing Intelligence & Planning, Vol. 10 No. 1, pp. 21-26. https://doi.org/10.1108/02634509210007830