Knowledge‐based modelling for strategic decisions

Knowledge‐based modelling for strategic decisions Offers a response to recent criticisms of the use of expert systems in marketing. While noting the criticisms, argues that there is still some potential value in the approach because expert systems or, more appropriately, knowledge‐based systems offer the possibility of modelling the qualitative aspects of decision making in a way which is closer to human reasoning than traditional quantitative methods. Acknowledges that there are difficulties to be faced in constructing an appropriate knowledge base, but asserts that these difficulties can be circumvented by regarding models as “reflections” of a decision maker’s own knowledge. Illustrates the arguments by reference to a computer‐based model for SWOT analysis. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Knowledge‐based modelling for strategic decisions

Marketing Intelligence & Planning, Volume 14 (4): 5 – Jul 1, 1996

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Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634509610121532
Publisher site
See Article on Publisher Site

Abstract

Offers a response to recent criticisms of the use of expert systems in marketing. While noting the criticisms, argues that there is still some potential value in the approach because expert systems or, more appropriately, knowledge‐based systems offer the possibility of modelling the qualitative aspects of decision making in a way which is closer to human reasoning than traditional quantitative methods. Acknowledges that there are difficulties to be faced in constructing an appropriate knowledge base, but asserts that these difficulties can be circumvented by regarding models as “reflections” of a decision maker’s own knowledge. Illustrates the arguments by reference to a computer‐based model for SWOT analysis.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Jul 1, 1996

Keywords: Computer modelling; Decision‐support systems; Knowledge‐based systems; Marketing databases; SWOT analysis

References

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