Li, Shuliang and Li, Jim Zheng and Hardley, Felicity (2011) A mathematical, computational and symbolic representation framework towards digital marketing planning. In: Proceedings of International Conference on Management and Service Science (MASS 2011),12-14 August 2011, Wuhan, China. IEEE. ISBN 9781424465798
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Official URL: http://dx.doi.org/10.1109/ICMSS.2011.5999080
The digital marketing strategy formulation problem is examined using a hybrid mathematical, computational, and fuzzy knowledge automation approach. The framework is introduced, developed and tested by the first and second-named authors as a new solution for conducting strategic analysis, producing digital marketing strategy alternatives, and making strategic choices. A Web-based software example is provided to demonstrate how the framework functions with evaluation results highlighting how the process and outcomes of digital marketing strategy formulation may be enhanced.
|Item Type:||Book Section|
|Research Community:||University of Westminster > Westminster Business School|
|Deposited On:||01 Dec 2011 14:08|
|Last Modified:||01 Dec 2011 14:08|
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