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A hybrid system for strategic marketing planning

Yanqing Duan (Research Fellow at the Faculty of Business, University of Luton, Luton, UK.)
Phillip Burrell (Director of the Knowledge Base Systems Centre, School of Computing, Information Systems and Mathematics, South Bank University, London, UK.)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 December 1995



Strategic marketing planning is a complex task which involves many expert judgements. Expert systems would have a tremendous impact in this field, but the development of marketing expert systems has proven to be difficult. Describes a hybrid expert system, HYMS, for strategic marketing planning. HYMS aims to provide a structured marketing planning process, guide a user through this process, offer expert advice at key stages and finally make recommendations for users in setting objectives and strategies. It combines the advantages of the expert system and decision support system technology in order to enhance its effectiveness. Presents a a brief review on expert systems and decision support systems in marketing and then discusses the selection of a strategic marketing planning model and software for HYMS. Describes the architecture of the prototype system and the knowledge elicitation issues. Finally, proposes the further extension and enhancement of the HYMS system and offers a brief conclusion from current research.



Duan, Y. and Burrell, P. (1995), "A hybrid system for strategic marketing planning", Marketing Intelligence & Planning, Vol. 13 No. 11, pp. 5-12.




Copyright © 1995, MCB UP Limited

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