Expert systems in the marketing organization

Abstract

Examines the value of expert systems in marketing organizations through a national mail survey of 117 marketing executives. All the examined respondents reported the successful use of expert systems in their organizations. The results indicate that while expert systems provide operational benefits (e.g. they assist in making decisions more quickly), they also present new problems (e.g. increased security needs) that the adopting organization must consider. Based on these results, discusses implications for managers regarding the encouragement of the adoption and use of expert systems. Also presents questions concerning expert systems which require additional investigation.

Citation

Stone, R.W. and Good, D.J. (1995), "Expert systems in the marketing organization", Industrial Management & Data Systems, Vol. 95 No. 4, pp. 3-7. https://doi.org/10.1108/02635579510086661