WestminsterResearch

GloStra: a hybrid system for developing global strategy and associated Internet strategy

Li, Shuliang and Davies, Barry (2001) GloStra: a hybrid system for developing global strategy and associated Internet strategy. Industrial Management & Data Systems, 101 (3). pp. 132-140. ISSN 0263-5577

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Official URL: http://dx.doi.org/10.1108/02635570110386643

Abstract

An intelligent hybrid system, called GloStra (developed by the author), for developing global marketing strategy and associated Internet marketing strategy is reported in this paper. The hybrid system is built to integrate the strengths of expert systems, fuzzy logic, artificial neural networks and decision support technology; and to link the development of global marketing strategy with the formulation of associated Internet marketing strategy. In the paper, the system architecture, the functional modules of the hybrid system and other associated technical issues are addressed. The directions for further research in this field are also highlighted.

Item Type:Article
Uncontrolled Keywords:Expert systems, Global marketing, Hybrid systems, Information systems, Marketing planning, Marketing strategy
Research Community:University of Westminster > Westminster Business School
ID Code:725
Deposited On:20 Sep 2005
Last Modified:13 Oct 2011 12:28

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