John M. McCann

The impact of inferential beliefs on product evaluations.

Though most observers acknowledge that consumers make inferences among product attributes, the influence of such inferences on product evaluation is much less clear. Study respondents evaluated pro...

Assessing Communication Effects on Energy Conservation

This article presents the results of a field experiment on alternative ways of prompting energy conservation behavior. The source of the communication was found to influence the number of requests for energy conservation information and the actual consumption of electricity. Repetition of the communication had no effect on either. 36 references, 1 figure, 2 tables.

The Brand Manager's Assistant: A knowledge-based system approach to brand management☆

Abstract This paper describes the conceptualization and prototyping of the Brand Managers Assistant, a knowledge-based system approach to the brand management function. A view of brand management is presented, followed by a conceptual framework for building marketing systems to support the brand management function. Then, the notion of object-oriented design is introduced, followed by a description of the implementation of the conceptual framework in an object-oriented programming environment. An example implementation is used to illustrate the concepts and the object-oriented design approach.

Modelling and testing dynamic multivariate decision processes

Abstract This paper is concerned with several important methodological issues involved in modeling human dynamic, multivariate decision processes. Topics discussed and analyzed include combining data on several decision makers to produce a composite model, incorporating multiple and sequential decisions into the analysis framework, modeling learning by the decision maker, and various procedures for testing or validating the model.

The Coupled System

This chapter discusses the architecture for coupling knowledge systems to traditional management information systems that produced the Marketmetrics Knowledge System. This chapter is intended for the technical reader interested in the implementation of the coupled system. Whereas chapter 6 discussed what the system does, this chapter focuses on how it does it.

Expert Systems In Marketing: An Introduction

This chapter describes the implementation of a small marketing expert system in M.1 and in IBM’ s Expert System Environment, thus making the reader familiar with an actual marketing system as well as the working of an expert system tool.

An Introduction to Knowledge Systems1

There are many features and functions that distinguish commercially available knowledge systems. Most of these tools have the objective of being usable by developers unfamiliar with artificial intelligence programming techniques. In general, these tools allow the developer to represent knowledge as rules. Rule-based systems can be operated with either a backward-or forward-chaining approach to reasoning. These two approaches to reasoning are associated with different problem types.

Textbook Promotion Advisor

The last chapter provided an introduction to knowledge system by describing a small promotion expert system. This chapter discusses the development of a larger expert system, the Textbook Promotion Advisor, based upon promotion knowledge that is available in the public domain. This promotion advisor has the following characteristics: It contains knowledge about promotions that is found in books and magazines It utilizes its knowledge to recommend a type of promotion device

The Promotion Detective

The last chapter ended with the discussion of the way a manager could use a model-based model animation system to review a brand’ s performance. This review focused on the identification and analysis of the marketing events that affected the brand. Even with a system like the one in the last chapter, this type of review becomes a costly endeavor because of the number of promotions implemented in any one year.

Dealmaker: A Model-Based Reasoning System

Our initial systems were developed with rule-based knowledge system shells such as IBM’ s Expert System Environment, Micro Data Base System’ s GURU, and M.1 from Teknowledge. More powerful hybrid knowledge system development tools have recently become available for use in the business computing mainstream, and DEALMAKER has been implemented in this class of tool.