Data, Expert Knowledge and Decisions

An Interdisciplinary Approach with Emphasis on Marketing Applications

  • Wolfgang Gaul
  • Martin Schader

Table of contents

  1. Front Matter
    Pages I-VIII
  2. Introduction

  3. Decision Support for Marketing Problems

  4. Decision Support Systems, Knowledge Representation, Applications other than Marketing

  5. Data Analysis and Marketing

  6. Data Analysis

About these proceedings


Cross-disciplinary research on how computer-assisted decision making can be supported by sophisticated data analysis techniques and recent developments in knowledge-based systems research are described in this volume, with emphasis on marketing applications. Aspects dealt with include market-share analysis (spreadsheet based), media planning, stochastic market modelling, marketing data analysis and new product introduction management (all knowledge-based, partly using PROLOG). These contributions emphasize links between decision support, expert knowledge research and marketing. Other application areas are debt and credit management and personnel disposition (KEE based), portfolio management (PROLOG based) and vehicle scheduling. Concrete interconnections between data analysis and marketing can be seen in the contributions on classification and unfolding of market data, market segmentation by forced classification, conjoint analysis applications, ideal point product mapping, MDS in telecommunications pricing and multi-mode marketing data evaluations.


IT Management Mapping Market segmentation Planning communication data analysis decision making decision support system expert system knowledge-based systems marketing modeling pricing regression

Editors and affiliations

  • Wolfgang Gaul
    • 1
  • Martin Schader
    • 2
  1. 1.Institut für Entscheidungstheorie und UnternehmensforschungUniversität Karlsruhe (TH)Karlsruhe 1Germany
  2. 2.Institut für InformatikUniversität der BundeswehrHamburg 70Germany

Bibliographic information

  • DOI
  • Copyright Information Springer-Verlag Berlin Heidelberg 1988
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Springer Book Archive
  • Print ISBN 978-3-642-73491-5
  • Online ISBN 978-3-642-73489-2
  • Buy this book on publisher's site
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Finance, Business & Banking