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Developing marketing strategy with MarStra: the support system and the real‐world tests

Developing marketing strategy with MarStra: the support system and the real‐world tests Explores the potential of a hybrid intelligent system in supporting marketing strategy development. First, a hybrid intelligent system for developing marketing strategy, called MarStra (developed by the author), is outlined. Then discusses the real-world tests of MarStra with marketing directors in five large UK companies. Empirical evidence from the companies involved indicates that MarStra is very helpful and useful in: providing strategic analysis guidance; coupling strategic analysis with managerial judgement; helping strategic thinking; dealing with fuzziness and uncertainty; and supporting group assessment of strategic marketing factors. The intelligent outputs generated by MarStra were reported to be surprisingly accurate, mostly sound and useful prompts. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Developing marketing strategy with MarStra: the support system and the real‐world tests

Shuliang Li
Marketing Intelligence & Planning , Volume 18 (3): 10 – Jun 1, 2000
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9 pages

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500010327926
Publisher site
See Article on Publisher Site

Abstract

Explores the potential of a hybrid intelligent system in supporting marketing strategy development. First, a hybrid intelligent system for developing marketing strategy, called MarStra (developed by the author), is outlined. Then discusses the real-world tests of MarStra with marketing directors in five large UK companies. Empirical evidence from the companies involved indicates that MarStra is very helpful and useful in: providing strategic analysis guidance; coupling strategic analysis with managerial judgement; helping strategic thinking; dealing with fuzziness and uncertainty; and supporting group assessment of strategic marketing factors. The intelligent outputs generated by MarStra were reported to be surprisingly accurate, mostly sound and useful prompts.

Journal

Marketing Intelligence & Planning – Emerald Publishing

Published: Jun 1, 2000

Keywords: Fuzzy logic; Expert systems; Decision‐support systems; Hybrid systems

References

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    Chien, T.W; Lin, V; Tan, B; Lee, W.C
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    Curry, B; Moutinho, L.; Davies, F.