Developing Marketing Expert Systems: An Application to International Negotiations

Abstract

A large number of marketing decisions are based on “expert” judgments. In the emerging field of expert systems, techniques are being developed for systematically representing and using expert knowledge in computer systems. The computerization of marketing expertise will enhance decision support to marketing managers. The authors evaluate the opportunities and difficulties associated with building marketing expert systems by discussing the development of NEGOTEX (negotiations expert), a system that provides guidelines to individuals or teams preparing for international marketing negotiations. Possible benefits of this methodology in other areas of marketing are identified.