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An Agent-Based Knowledge Management Framework for Marketing-Mix Decision Making

An Agent-Based Knowledge Management Framework for Marketing-Mix Decision Making

Masoomeh Moradi, Abdollah Aghaie, Monireh Hosseini
Copyright: © 2015 |Pages: 21
ISBN13: 9781466674561|ISBN10: 1466674563|EISBN13: 9781466674578
DOI: 10.4018/978-1-4666-7456-1.ch023
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MLA

Moradi, Masoomeh, et al. "An Agent-Based Knowledge Management Framework for Marketing-Mix Decision Making." Research Methods: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2015, pp. 482-502. https://doi.org/10.4018/978-1-4666-7456-1.ch023

APA

Moradi, M., Aghaie, A., & Hosseini, M. (2015). An Agent-Based Knowledge Management Framework for Marketing-Mix Decision Making. In I. Management Association (Ed.), Research Methods: Concepts, Methodologies, Tools, and Applications (pp. 482-502). IGI Global. https://doi.org/10.4018/978-1-4666-7456-1.ch023

Chicago

Moradi, Masoomeh, Abdollah Aghaie, and Monireh Hosseini. "An Agent-Based Knowledge Management Framework for Marketing-Mix Decision Making." In Research Methods: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 482-502. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-7456-1.ch023

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Abstract

Marketing-mix plays an essential role in the competitive business environment. Marketing decision makers constantly need to monitor changes in the environment and organization to make necessary changes. Therefore, a knowledge management system is required to acquire, store, retrieve and use up-to-dated knowledge. Corporations also tend to look for systems assisting them in knowledge management. Agent technology looks set for assisting organizations in collecting, processing and using knowledge with high accuracy, speed and efficiency. This paper proposes a knowledge management framework for marketing-mix decision making through using agent technology. A multi-agent system is deployed to acquire, refine, store, retrieve, present, show and update the related knowledge of marketing-mix decision making. The fuzzy logic is applied by multi-agent system to make decision. Implementation of the proposed system in a car factory indicates that it is efficient and effective in supporting and improving marketing-mix decision making.

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