Expert Systems for Scanner Data Environments

1. Front Matter

   Pages i-xiii

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2. The Changing Marketing World

   1. Front Matter

      Pages 1-1

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   2. The Marketing Data Explosion: The Promise and the Reality

      • John M. McCann, John P. Gallagher

      Pages 3-14

   3. A Necessary Transition

      • John M. McCann, John P. Gallagher

      Pages 15-30

3. Knowledge Based-System

   1. Front Matter

      Pages 31-31

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   2. An Introduction to Knowledge Systems1

      • John M. McCann, John P. Gallagher

      Pages 33-50

   3. Expert Systems In Marketing: An Introduction

      • John M. McCann, John P. Gallagher

      Pages 51-73

   4. Textbook Promotion Advisor

      • John M. McCann, John P. Gallagher

      Pages 75-87

4. Applications

   1. Front Matter

      Pages 89-89

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   2. A Marketmetrics Knowledge System

      • John M. McCann, John P. Gallagher

      Pages 91-114

   3. The Coupled System

      • John M. McCann, John P. Gallagher

      Pages 115-131

   4. Model Animation

      • John M. McCann, John P. Gallagher

      Pages 133-143

   5. The Promotion Detective

      • John M. McCann, John P. Gallagher

      Pages 145-160

   6. Dealmaker

      • John M. McCann, John P. Gallagher

      Pages 161-181

   7. Dealmaker: A Model-Based Reasoning System

      • John M. McCann, John P. Gallagher

      Pages 183-202

   8. Related Research

      • John M. McCann, John P. Gallagher

      Pages 203-212

   9. Implementation Issues

      • John M. McCann, John P. Gallagher

      Pages 213-220

5. Back Matter

   Pages 221-224

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This book is about the role of expert systems in marketing, particularly in the consumer goods industry. Section I describes the changing nature of consumer marketing and presents the rationale and need for expert systems. The remainder of the book combines a tutorial on expert systems with a series of expert system prototypes. The tutorial material is presented in three places. First, section II is devoted to introducing expert systems in general. Chapter 3 provides a general introduction to the topic, which is continued in chapter 4 where a small expert system (the Promotion Advisor) is used to illustrate the important features of a backward-chaining, rule-based system. The promotion theme is extended in chapter 5 where a larger system is presented. The material in all three of these chapters was designed as an introduction and tutorial on the most common technology for building applied expert systems: the backward-chaining, rule-based inference engine. Tutorial material is also contained in the body of the chapters that describe the prototypes. This material is usually in the form of sample rules and a description of the process for applying the rules. The third location of the expert system material is in chapters that follow discussions of the prototypes. Chapter 7 is a technical chapter on the coupling of expert systems to traditional systems.

• Promotion
• expert system
• knowledge-based systems
• marketing

• The Fuqua School of Business, Duke University, Durham, USA

  John M. McCann, John P. Gallagher

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