The success of companies is partly dependent on the generation of suitable knowledge upon which to base decision-making, and due to the centrality of the marketing function in organizations, marketing-related knowledge is of strategic relevance. In this connection, it is unlikely to reach a full understanding of any set of systems supporting marketing management without paying the necessary attention to the Artificial Intelligence-based methodologies applied to aid marketing-related decisions. However, as yet these methods are both under-developed and under-used. This book represents a notable and creative step forward in this respect. The editorial project has especially focused on the so-called Marketing Intelligent Systems, a cutting-edge category for marketing management support that focuses on a sophisticated treatment of knowledge by Soft Computing and other machine learning techniques. The reader will find smart reflections on this general theme from diverse world-leading marketing academics through short essays, and a collection of chapters devoted to a variety of applications – segmentation, modeling, e-commerce, etc. – using different technologies such as clustering, evolutionary algorithms, multi-agent systems, or fuzzy logic.
Jorge Casillas and Francisco J. Martínez-López (Eds.) Marketing Intelligent Systems Using Soft Computing: Managerial and Research Applications
Studies in Fuzziness and Soft Computing, Volume 258 Editor-in-Chief Prof. Janusz Kacprzyk Systems Research Institute Polish Academy of Sciences ul. Newelska 6 01-447 Warsaw Poland E-mail:
[email protected] Further volumes of this series can be found on our homepage: springer.com Vol. 243. Rudolf Seising (Ed.) Views on Fuzzy Sets and Systems from Different Perspectives, 2009 ISBN 978-3-540-93801-9
Vol. 251. George A. Anastassiou Fuzzy Mathematics: Approximation Theory, 2010 ISBN 978-3-642-11219-5
Vol. 244. Xiaodong Liu and Witold Pedrycz Axiomatic Fuzzy Set Theory and Its Applications, 2009 ISBN 978-3-642-00401-8
Vol. 252. Cengiz Kahraman, Mesut Yavuz (Eds.) Production Engineering and Management under Fuzziness, 2010 ISBN 978-3-642-12051-0 Vol. 253. Badredine Arfi Linguistic Fuzzy Logic Methods in Social Sciences, 2010 ISBN 978-3-642-13342-8 Vol. 254. Weldon A. Lodwick, Janusz Kacprzyk (Eds.) Fuzzy Optimization, 2010 ISBN 978-3-642-13934-5 Vol. 255. Zongmin Ma, Li Yan (Eds.) Soft Computing in XML Data Management, 2010 ISBN 978-3-642-14009-9 Vol. 256. Robert Jeansoulin, Odile Papini, Henri Prade, and Steven Schockaert (Eds.) Methods for Handling Imperfect Spatial Information, 2010 ISBN 978-3-642-14754-8 Vol. 257. Salvatore Greco, Ricardo Alberto Marques Pereira, Massimo Squillante, Ronald R. Yager, and Janusz Kacprzyk (Eds.) Preferences and Decisions,2010 ISBN 978-3-642-15975-6
Vol. 245. Xuzhu Wang, Da Ruan, Etienne E. Kerre Mathematics of Fuzziness – Basic Issues, 2009 ISBN 978-3-540-78310-7 Vol. 246. Piedad Brox, Iluminada Castillo, Santiago Sánchez Solano Fuzzy Logic-Based Algorithms for Video De-Interlacing, 2010 ISBN 978-3-642-10694-1 Vol. 247. Michael Glykas Fuzzy Cognitive Maps, 2010 ISBN 978-3-642-03219-6 Vol. 248. Bing-Yuan Cao Optimal Models and Methods with Fuzzy Quantities, 2010 ISBN 978-3-642-10710-8 Vol. 249. Bernadette Bouchon-Meunier, Luis Magdalena, Manuel Ojeda-Aciego, José-Luis Verdegay, Ronald R. Yager (Eds.) Foundations of Reasoning under Uncertainty, 2010 ISBN 978-3-642-10726-9 Vol. 250. Xiaoxia Huang Portfolio Analysis, 2010 ISBN 978-3-642-11213-3
Vol. 258. Jorge Casillas and Francisco J. Martínez-López (Eds.) Marketing Intelligent Systems Using Soft Computing: Managerial and Research Applications, 2010 ISBN 978-3-642-15605-2