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Les systèmes experts: outils de mise en valeur de la compétence marketing

Author

Listed:
  • Jean-Marie Choffray

    (ESSEC Business School, MIT - Massachusetts Institute of Technology)

  • Bernadette Charpin

    (Ecole Nationale d'Exportation)

Abstract

Acquérir, conserver et mettre à jour les connaissances qu'une entreprise a de ses marchés et des utilisateurs de ses produits, est une des tâches fondamentales du marketing. Dans cet article, nous revoyons brièvement révolution récente des outils et méthodes d'aide à la décision dans ce domaine. Nous précisons ce que sont les systèmes experts, ou systèmes à base de connaissances. Nous en décrivons les principales composantes ainsi que leur mode de fonctionnement. Enfin, nous analysons leur contribution potentielle en tant qu'outils d'assistance à la décision marketing.

Suggested Citation

  • Jean-Marie Choffray & Bernadette Charpin, 1986. "Les systèmes experts: outils de mise en valeur de la compétence marketing," Post-Print hal-02010904, HAL.
    • Handle: RePEc:hal:journl:hal-02010904
    DOI: 10.1177/076737018600100403
    as

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