Decision Support Systems and Artificial Intelligence Technologies in Aid of Information Systems Based Marketing

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International Management Review

Vol. 3 No. 2 2007

Decision Support Systems and Artificial Intelligence Technologies in Aid of Information Systems Based Marketing
John Crunk, Max M. North
Southern Polytechnic State University, Georgia, USA
[Abstract] The primary goal of this study is to predict the next logical and practical approach

in the use of advanced Decision Support Systems (DSS) and Artificial Intelligence to find and evaluate markets for prospective products. In addition to determining these markets, DSS will then be used to predict the success of the market and other product lines that can be brought to those markets, making companies more successful in the structuring of marketing models and product lines.

[keywords] Decision support system; artificial intelligence; marketing; DSS; marketing model;

IST; IS; global marketing
Introduction
Information Systems Technology (IST) is becoming a more prominent part of global marketing. With the aid of IST, companies can become competitive in all phases of customer relations (Ives and Learmonth, 1984). The use of information technology for finding markets is expanding, enabling companies to keep up with prospective markets in today’s dynamic economy. IST accomplishes this feat by helping marketing departments determine targets for their products and charting the most effective way to cover the largest market in the shortest amount of time. They also enable marketing to establish trends so that new products coming to market can be quickly evaluated and decisions made on the best placement for these products.

Information Systems (IS) today are designed with reusability in mind. They span multiple markets, enabling companies that design products to sell them to several different companies interested in gaining an edge with respect to the marketing of their products (Bakos, 1991). IS includes Advanced Decision Support Systems (DSS) that are able to assist businesses in making decisions about a market without the need for investing costly resources testing that market with product. The DSS can test and even predict the way in which a particular market will respond to certain products without the need to release those products into the market. IS scientists use databases with prediction models, and in some cases Artificial Intelligence (AI), to model the healthiest market for a particular product or to create models for a particular market of interest (MaLec, 2002).

Evaluation of Current Systems
The following is a concise evaluation of Decision Support Systems and their history. Some discussion of these systems and how they are used today for the furthering of marketing decisions is also presented. When a clear understanding of the current technology has been presented, it will be possible to continue to the next section, which will delineate the future of DSS and AI.

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International Management Review

Vol. 3 No. 2 2007

History of Decision Support Systems (DSS)
The history of DSS arguably began in 1965; some of the earliest beginnings of DSS are represented in Table 1 (Power, 2003).
Table 1: Brief History of Decision Support Systems

Date

Event

Credited

1965

Peter Keen
Charles Stabell

1970

Business journals publish articles about Management
Decision Systems, strategic planning systems, and
decision systems.

Sprague and Watson
(1979)

1970

Criteria for designing models and systems to support
management decision-making are published.

J.D.C. Little

Mid
1970s

Practice and theory related issues discussed at
conferences related to DSS.

ACM SIGBDP
Conference

1971

Book written Management Decision Systems: ComputerBased Support for Decision Making.

Michael S. Scott Morton

19701974

The first data-driven DSS was built using a Data
Warehouse system.

Richard Klass
Charles Weiss

1974

Management Information Systems defined as “an
integrated, man/machine system for providing
information...
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