TY - JOUR
T1 - Marketing decision models
T2 - From linear programs to knowledge-based systems
AU - Rangaswamy, Arvind
N1 - Funding Information:
*T his research was supported by a grant from the SEI Center for Advanced Studies in Management, The Wharton School. I would like to thank Raymond Burke, Peter Fader and Mohanbir Sawhney for their comments on an earlier draft of this paper. I would also like to thank the reviewers and the editors for their helpful comments.
Copyright:
Copyright 2018 Elsevier B.V., All rights reserved.
PY - 1993/1/1
Y1 - 1993/1/1
N2 - This chapter provides a critical perspective on one of the new developments, namely, artificial intelligence (AI) modeling, as it compares to decision modeling using conventional OR/MS techniques. Decision models are playing an increasingly important role in supporting management decision-making. Little has noted that a problem-solving technology is emerging that consists of people, knowledge, software, and hardware successfully wired into the management process'. Even since then, developments in modeling and computer technologies have created new opportunities for marketing scientists to develop decision models that can significantly influence marketing decision-making. The chapter describes how decision models and characterizing differ from theoretical models. It also identifies and summarizes some key concepts underlying conventional decision models in marketing.
AB - This chapter provides a critical perspective on one of the new developments, namely, artificial intelligence (AI) modeling, as it compares to decision modeling using conventional OR/MS techniques. Decision models are playing an increasingly important role in supporting management decision-making. Little has noted that a problem-solving technology is emerging that consists of people, knowledge, software, and hardware successfully wired into the management process'. Even since then, developments in modeling and computer technologies have created new opportunities for marketing scientists to develop decision models that can significantly influence marketing decision-making. The chapter describes how decision models and characterizing differ from theoretical models. It also identifies and summarizes some key concepts underlying conventional decision models in marketing.
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U2 - 10.1016/S0927-0507(05)80039-8
DO - 10.1016/S0927-0507(05)80039-8
M3 - Review article
AN - SCOPUS:0003565834
SN - 0927-0507
VL - 5
SP - 733
EP - 771
JO - Handbooks in Operations Research and Management Science
JF - Handbooks in Operations Research and Management Science
IS - C
ER -