{"product_id":"expert-systems-for-scanner-data-environments-the-marketing-workbench-laboratory-experience-9780792390763","title":"Expert Systems for Scanner Data Environments: The Marketing Workbench Laboratory Experience","description":"\u003cp\u003e • Author(s): John M. McCann\u003cbr\u003e • Publisher: Springer\u003cbr\u003e • Publisher Imprint: Springer\u003cbr\u003e • BISAC: Marketing - General\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis 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.\u003c\/p\u003e","brand":"Springer","offers":[{"title":"Hardcover","offer_id":45283119825047,"sku":"9780792390763","price":7028.0,"currency_code":"INR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9780792390763.webp?v=1769304137","url":"https:\/\/atlanticbooks.com\/products\/expert-systems-for-scanner-data-environments-the-marketing-workbench-laboratory-experience-9780792390763","provider":"Atlantic Books","version":"1.0","type":"link"}