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A Web-based hybrid system for international marketing planning

Li, Shuliang and Li, Jim Zheng (2009) A Web-based hybrid system for international marketing planning. In: Hashemi, S. and Vobach, C., (eds.) Proceedings of the 3rd International Conference on Management, Marketing and Finances - Advances in Management, Marketing and Finances (MMF '09), Houston, USA, 30th April - 2nd May, 2009. WSEAS, pp. 38-43. ISBN 9789604740734

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This paper deals with the issues of combining Web-based decision aid techniques and technologies for international marketing planning and investigating the value of such integration. Firstly, a Web-enabled hybrid intelligent software system integrating Web-based knowledge automation, fuzzy logic and online databases for international marketing decision making is presented. Secondly, the evaluation procedure and findings on the system's overall value are reported. Our testing results with involved managers show the efficiency and effectiveness of this Web-based approach.

Item Type:Book Section
Research Community:University of Westminster > Westminster Business School
ID Code:6231
Deposited On:25 Mar 2009 10:43
Last Modified:17 Dec 2009 15:57

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