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WebStra: a web‐based intelligent system for formulating marketing strategies and associated e‐commerce strategies

Shuliang Li (Westminster Business School, University of Westminster, London, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 December 2004

Abstract

This paper reports a web‐based intelligent system, called WebStra, for the formulation of marketing strategies and associated e‐commerce strategies. In the paper, the architecture and functional components of the WebStra system are described. The system's effectiveness and efficiency are also evaluated. WebStra can be applied to support real‐world strategic marketing decision making. It may also be used as a useful tool for training and consultancy purposes.

Keywords

Citation

Li, S. (2004), "WebStra: a web‐based intelligent system for formulating marketing strategies and associated e‐commerce strategies", Marketing Intelligence & Planning, Vol. 22 No. 7, pp. 751-760. https://doi.org/10.1108/02634500410568583

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited