Offers a response to recent criticisms of the use of expert systems in marketing. While noting the criticisms, argues that there is still some potential value in the approach because expert systems or, more appropriately, knowledge‐based systems offer the possibility of modelling the qualitative aspects of decision making in a way which is closer to human reasoning than traditional quantitative methods. Acknowledges that there are difficulties to be faced in constructing an appropriate knowledge base, but asserts that these difficulties can be circumvented by regarding models as “reflections” of a decision maker’s own knowledge. Illustrates the arguments by reference to a computer‐based model for SWOT analysis.
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