TY  - JOUR
AB  - 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.
VL  - 14
IS  - 4
SN  - 0263-4503
DO  - 10.1108/02634509610121532
UR  - https://doi.org/10.1108/02634509610121532
AU  - Curry Bruce
PY  - 1996
Y1  - 1996/01/01
TI  - Knowledge‐based modelling for strategic decisions
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 24
EP  - 28
Y2  - 2024/09/19
ER  -