Expert systems in marketing: An application for pricing new products

摘要

The use of expert systems in support of the marketing function is a relatively new field within expert systems. This paper reports on the issues arising in the development of an expert system for a key area of marketing—that of new product pricing. The paper describes the approach followed in the acquisition, modelling, and encoding of marketing expertise. The system developed is described, and sample consultations are outlined. An important aspect of the system detailed in this study is that it has been validated by marketing personnel in a range of business and has been used by a number of companies to support them in their new product pricing.