Marketing decision models: From linear programs to knowledge-based systems

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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.

Original languageEnglish (US)
Pages (from-to)733-771
Number of pages39
JournalHandbooks in Operations Research and Management Science
Issue numberC
StatePublished - Jan 1 1993

All Science Journal Classification (ASJC) codes

  • Finance
  • Economics and Econometrics
  • Computer Science Applications
  • Management Science and Operations Research


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