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Original scientific paper

ARTIFICIAL INTELLIGENCE IN DETERMINATION OF MARKETING CUSTOMER STRATEGY

Brano Markić ; Faculty of Economy, University of Mostar, Mostar, Bosnia and Herzegovina
Sanja Bijakšić ; Faculty of Economy, University of Mostar, Mostar, Bosnia and Herzegovina
Marko Šantić ; University Clinical Hospital of Mostar, Mostar, Bosnia and Herzegovina

Fulltext: english, pdf (549 KB) pages 39-47 downloads: 1.346* cite
APA 6th Edition
Markić, B., Bijakšić, S. & Šantić, M. (2015). ARTIFICIAL INTELLIGENCE IN DETERMINATION OF MARKETING CUSTOMER STRATEGY. Informatologia, 48 (1-2), 39-47. Retrieved from https://hrcak.srce.hr/137717
MLA 8th Edition
Markić, Brano, et al. "ARTIFICIAL INTELLIGENCE IN DETERMINATION OF MARKETING CUSTOMER STRATEGY." Informatologia, vol. 48, no. 1-2, 2015, pp. 39-47. https://hrcak.srce.hr/137717. Accessed 31 May 2020.
Chicago 17th Edition
Markić, Brano, Sanja Bijakšić and Marko Šantić. "ARTIFICIAL INTELLIGENCE IN DETERMINATION OF MARKETING CUSTOMER STRATEGY." Informatologia 48, no. 1-2 (2015): 39-47. https://hrcak.srce.hr/137717
Harvard
Markić, B., Bijakšić, S., and Šantić, M. (2015). 'ARTIFICIAL INTELLIGENCE IN DETERMINATION OF MARKETING CUSTOMER STRATEGY', Informatologia, 48(1-2), pp. 39-47. Available at: https://hrcak.srce.hr/137717 (Accessed 31 May 2020)
Vancouver
Markić B, Bijakšić S, Šantić M. ARTIFICIAL INTELLIGENCE IN DETERMINATION OF MARKETING CUSTOMER STRATEGY. Informatologia [Internet]. 2015 [cited 2020 May 31];48(1-2):39-47. Available from: https://hrcak.srce.hr/137717
IEEE
B. Markić, S. Bijakšić and M. Šantić, "ARTIFICIAL INTELLIGENCE IN DETERMINATION OF MARKETING CUSTOMER STRATEGY", Informatologia, vol.48, no. 1-2, pp. 39-47, 2015. [Online]. Available: https://hrcak.srce.hr/137717. [Accessed: 31 May 2020]

Abstracts
Artificial intelligence is a computer-based analytical process that tends to create computational systems which we would incline to be called intelligent. Expert systems are the most important part of the artificial intelligence from economic perspective. Expert systems attempt to mimic the human thought process including reasoning and optimization. “Knowledge” is represented by a set of “if-then” rules in a form of knowledge base. The results of artificial intelligence system implementation in refining marketing customer strategy based on five customer behaviour factors: revenues, profit margin, market share, liquidity, long term value, and retention probability are presented in the paper. Customer marketing strategy depends on the combination of the value of these five attributes. Expert system helps a marketer to “drill down” into data and identify the most loyal customers, separates the customers into groups, and plans the adequate marketing strategy. Expert system for determining adequate marketing customer strategy is developed using Visual Prolog programming language. Visual Prolog has shown satisfactory application and developing power.

Keywords
artificial intelligence; expert systems; marketing strategy; knowledge base; Visual Prolog

Hrčak ID: 137717

URI
https://hrcak.srce.hr/137717

[croatian]

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