The need for hybrid decision systems in complex marketing domains: HYMS
作者： Phillip Burrell , Yanqing Duan , Aleksandra Boskovic
DOI: 10.1080/12460125.1995.10511662
关键词: Intelligent decision support system 、 Legal expert system 、 Marketing 、 Process (engineering) 、 Computer science 、 Management information systems 、 Expert system 、 Decision support system 、 Subject-matter expert 、 Knowledge management 、 Strategic management
摘要: ABSTRACT The complexity of strategic market planning is well known to those working in this area. It requires many expert and intuitive judgements based on a number interrelated, yet diverse, factors. would seem that systems decision support might have large impact area but the development such has proven difficult with results, so far, less than originally conceived. This paper describes hybrid system HYMS for marketing planning. aims provide structured process, guide user through offer advice at key stages finally make recommendations users setting objectives strategies. combines advantages technology order enhance its effectiveness. first presents brief review marketing. also discusses selection model fo...
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