Skip to main content
SpringerLink
Log in
Book cover

Marketing Intelligent Systems Using Soft Computing

Managerial and Research Applications

  • Book
  • © 2010

Overview

Editors:
  1. Jorge Casillas

    1. University of Granada, Spain

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  2. Francisco J. Martínez-López

    1. University of Granada, Spain

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  • Develops and applies intelligent systems based on Soft Computing methods for marketing
  • State-of-the-Art book
  • Written by leading experts

Part of the book series: Studies in Fuzziness and Soft Computing (STUDFUZZ, volume 258)

This is a preview of subscription content, log in via an institution to check access.

Access this book

Log in via an institution
eBook USD 129.00
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 169.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book USD 169.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

Licence this eBook for your library

Institutional subscriptions

Table of contents (24 chapters)

  1. Front Matter

    Download chapter PDF

  3. Segmentation and Targeting

    1. Applying Soft Cluster Analysis Techniques to Customer Interaction Information

      • Randall E. Duran, Li Zhang, Tom Hayhurst
      Pages 49-78

    2. Marketing Intelligent System for Customer Segmentation

      • Brano Markic, Drazena Tomic
      Pages 79-111

    3. Using Data Fusion to Enrich Customer Databases with Survey Data for Database Marketing

      • Peter van der Putten, Joost N. Kok
      Pages 113-130

    4. Collective Intelligence in Marketing

      • Tilmann Bruckhaus
      Pages 131-154

  4. Marketing Modelling

    1. Predictive Modeling on Multiple Marketing Objectives Using Evolutionary Computation

      • Siddhartha Bhattacharyya
      Pages 155-179

    2. Automatic Discovery of Potential Causal Structures in Marketing Databases Based on Fuzzy Association Rules

      • Albert Orriols-Puig, Jorge Casillas, Francisco J. Martínez-López
      Pages 181-206

    3. Fuzzy–Evolutionary Modeling of Customer Behavior for Business Intelligence

      • Célia da Costa Pereira, Andrea G. B. Tettamanzi
      Pages 207-225

  5. Communication/Direct Marketing

    1. An Evaluation Model for Selecting Integrated Marketing Communication Strategies for Customer Relationship Management

      • Tsuen-Ho Hsu, Yen-Ting Helena Chiu, Jia-Wei Tang
      Pages 227-254

    2. Direct Marketing Based on a Distributed Intelligent System

      • Virgilio López Morales, Omar López Ortega
      Pages 255-271

    3. Direct Marketing Modeling Using Evolutionary Bayesian Network Learning Algorithm

      • Man Leung Wong
      Pages 273-294

  6. Product

    1. Designing Optimal Products: Algorithms and Systems

      • Stelios Tsafarakis, Nikolaos Matsatsinis
      Pages 295-336
Back to top

Keywords

About this book

Dr. Jay Liebowitz Orkand Endowed Chair in Management and Technology University of Maryland University College Graduate School of Management & Technology 3501 University Boulevard East Adelphi, Maryland 20783-8030 USA jliebowitz@umuc. edu When I first heard the general topic of this book, Marketing Intelligent Systems or what I’ll refer to as Marketing Intelligence, it sounded quite intriguing. Certainly, the marketing field is laden with numeric and symbolic data, ripe for various types of mining—data, text, multimedia, and web mining. It’s an open laboratory for applying numerous forms of intelligentsia—neural networks, data mining, expert systems, intelligent agents, genetic algorithms, support vector machines, hidden Markov models, fuzzy logic, hybrid intelligent systems, and other techniques. I always felt that the marketing and finance domains are wonderful application areas for intelligent systems, and this book demonstrates the synergy between marketing and intelligent systems, especially soft computing. Interactive advertising is a complementary field to marketing where intelligent systems can play a role. I had the pleasure of working on a summer faculty f- lowship with R/GA in New York City—they have been ranked as the top inter- tive advertising agency worldwide. I quickly learned that interactive advertising also takes advantage of data visualization and intelligent systems technologies to help inform the Chief Marketing Officer of various companies. Having improved ways to present information for strategic decision making through use of these technologies is a great benefit.

Editors and Affiliations

  • University of Granada, Spain

    Jorge Casillas, Francisco J. Martínez-López

Bibliographic Information

Publish with us

Policies and ethics

Back to top

Search

Navigation