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AgentsInternational: integration of multiple agents, simulation, knowledge bases and fuzzy logic for international marketing decision making

Li, Shuliang and Li, Jim Zheng (2010) AgentsInternational: integration of multiple agents, simulation, knowledge bases and fuzzy logic for international marketing decision making. Expert Systems with Applications, 37 (3). pp. 2580-2587. ISSN 0957-4174

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Official URL: http://dx.doi.org/10.1016/j.eswa.2009.08.022

Abstract

The main purpose of this study is to investigate the use of multi-agent based hybrid intelligent systems in support of international marketing planning. In the paper, a conceptual framework is put forward and briefly discussed. A multi-agent hybrid system integrating multiple software agents, simulation, knowledge bases and fuzzy logic for international marketing decision making is then presented. Furthermore, the evaluation procedure and findings on the system’s usefulness are reported. Through evaluation studies with eight managers, we show how the multi-agent hybrid approach is effective in supporting the decision making process and improving its outcomes.

Item Type:Article
Research Community:University of Westminster > Westminster Business School
ID Code:6230
Deposited On:25 Mar 2009 10:38
Last Modified:27 Nov 2009 15:00

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