{"product_id":"expert-systems-for-scanner-data-environments-the-marketing-workbench-laboratory-experience-von-john-p-gallagher-john-m-mccann","title":"Expert Systems for Scanner Data Environments","description":"This book is about the role of expert systems in marketing, particularly in the consumer goods industry. Section I describes the changing nature of consumer marketing and presents the rationale and need for expert systems. The remainder of the book combines a tutorial on expert systems with a series of expert system prototypes. The tutorial material is presented in three places. First, section II is devoted to introducing expert systems in general. Chapter 3 provides a general introduction to the topic, which is continued in chapter 4 where a small expert system (the Promotion Advisor) is used to illustrate the important features of a backward-chaining, rule-based system. The promotion theme is extended in chapter 5 where a larger system is presented. The material in all three of these chapters was designed as an introduction and tutorial on the most common technology for building applied expert systems: the backward-chaining, rule-based inference engine. Tutorial material is also contained in the body of the chapters that describe the prototypes. This material is usually in the form of sample rules and a description of the process for applying the rules. The third location of the expert system material is in chapters that follow discussions of the prototypes. Chapter 7 is a technical chapter on the coupling of expert systems to traditional systems.\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9780792390763\"\u003e\u003ch3\u003eThe Marketing Workbench Laboratory Experience\u003c\/h3\u003e\u003c\/div\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9789401057462\"\u003e\u003ch3\u003eThe Marketing Workbench Laboratory Experience\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Hardcover - 9780792390763","offer_id":51412277510,"sku":"9780792390763","price":106.99,"currency_code":"EUR","in_stock":true},{"title":"Softcover - 9789401057462","offer_id":39415664083037,"sku":"9789401057462","price":106.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/5e5416d8-0c46-4066-9df2-061a69eade2a.jpg?v=1761805720","url":"https:\/\/shop.autorenwelt.de\/en\/products\/expert-systems-for-scanner-data-environments-the-marketing-workbench-laboratory-experience-von-john-p-gallagher-john-m-mccann","provider":"Autorenwelt Shop","version":"1.0","type":"link"}