The overall value of web-based hybrid models for strategic marketing decision-making: managers’ responses to the WebIntegrated and WebMarP systems

Li, Shuliang, Li, J.Z., Li, Shuliang, Liu, D., Xu, J. and Li S.L., (2013) The overall value of web-based hybrid models for strategic marketing decision-making: managers’ responses to the WebIntegrated and WebMarP systems. In: Proceedings of the international conference on automation and information (ICAI '13) (recent advances in automatic control, information and communications) Valencia, Spain, 6th - 8th August, 2013. ICAI, pp. 187-190. ISBN 9789604743162

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Abstract

A Web-enabled hybrid intelligent framework is proposed to combine the powers of analytic hierarchy process, expert system, fuzzy logic and online databases to support the formulation of integrated traditional and digital marketing strategies and aid the evaluation of marketing performance. Two Web-based hybrid intelligent systems, called WebIntegrated and WebMarP, have been created by the authors on the basis of the proposed general framework. Real-world testing has been undertaken. Managers’ responses to the value of the two new systems are reported in the paper. Finally, further work on context-sensitive self-surviving and rapid reaction smart marketing decision-making is envisaged and discussed.

Item Type: Book Section
Additional Information: ISBN: 978-960-474-316-2 (hard copy)ISBN: 978-960-474-321-6(CD)
Subjects: University of Westminster > Westminster Business School
SWORD Depositor: repository@westminster.ac.uk
Depositing User: repository@westminster.ac.uk
Date Deposited: 11 Jul 2013 12:29
Last Modified: 11 Dec 2017 09:31
URI: http://westminsterresearch.wmin.ac.uk/id/eprint/12745

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