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WebInternational: combining web-based knowledge automation, fuzzy rules and online databases for international marketing planning

Li, Shuliang and Li, Jim Zheng (2010) WebInternational: combining web-based knowledge automation, fuzzy rules and online databases for international marketing planning. Expert Systems with Applications, 37 (10). pp. 7094-7100. ISSN 0957-4174

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Official URL: http://dx.doi.org/10.1016/j.eswa.2010.03.007

Abstract

This paper is concerned with linking Web-based decision aid techniques and technologies for international marketing planning and exploring the value of such integration. Firstly, a theoretical framework for supporting the international marketing planning process is proposed and presented. Secondly, a Web-enabled hybrid intelligent software system combining Web-based knowledge automation, fuzzy rules and on-line databases for international marketing decision-making is introduced and described. Thirdly, the evaluation procedure and findings on the system’s value are reported and analysed. Our evaluation results with ten involved managers demonstrate the efficiency and effectiveness of this Web-based approach.

Item Type:Article
Research Community:University of Westminster > Westminster Business School
ID Code:6229
Deposited On:25 Mar 2009 10:35
Last Modified:03 Jun 2010 09:47

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