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Marketing Decision Making by Applying the Expert System

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 8-9 September 2016

Author

Listed:
  • Pejanović, Radovan
  • Sedlak, Otilija
  • Ćirić, Zoran
  • Grubić-Nešić, Leposava
  • Mitrović, Slavica
  • Eremić-Đođić, Jelica

Abstract

The main goal of this paper is to develop an expert system based on fuzzy set theory that will provide more successful and efficient decision making in the area of marketing, in relation with dilemma “to produce or to purchase”. Namely, authors will try to develop a model that will be suitable for making marketing decisions in production systems. Methodology in the paper obtained analysis of the theory of marketing, the development of the specific model for decision making, so as the application of developed model on one case from production system. Methodology which allows to model indeterminacy is fuzzy sets theory which is particularly well designed for dealing with non-probabilistic uncertainties. Authors will develop a model for decision making, based on successful integration of marketing and fuzzy theories. They will implement the model in decision making problem related to the debate “to produce or to purchase” on one real decision problem in production system. The main goal of this paper is to make changes in the work of decision makers in marketing sector. Authors pointed the advantages of the model with quality management, but also some limitations and possibilities for the future researches

Suggested Citation

  • Pejanović, Radovan & Sedlak, Otilija & Ćirić, Zoran & Grubić-Nešić, Leposava & Mitrović, Slavica & Eremić-Đođić, Jelica, 2016. "Marketing Decision Making by Applying the Expert System," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2016), Rovinj, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 8-9 September 2016, pages 280-286, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr16:183727
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    References listed on IDEAS

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    1. He-Yau Kang & Meng-Chan Hung & W. L. Pearn & Amy H. I. Lee & Mei-Sung Kang, 2011. "An Integrated Multi-Criteria Decision Making Model for Evaluating Wind Farm Performance," Energies, MDPI, vol. 4(11), pages 1-25, November.
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    More about this item

    Keywords

    fuzzy logic; decision support systems; ICT; uncertainty;
    All these keywords.

    JEL classification:

    • C63 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling - - - Computational Techniques

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