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

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

Loading next page...
 
/lp/emerald-publishing/developing-marketing-strategy-with-marstra-the-support-system-and-the-NODDxexMyG
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 & PlanningEmerald Publishing

Published: Jun 1, 2000

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

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month