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An Agent-Based Knowledge Management Framework for Marketing-Mix Decision Making

Author

Listed:
  • Masoomeh Moradi

    (Department of Industrial Engineering, K. N. Toosi University of Technology, Tehran, Iran)

  • Abdollah Aghaie

    (Department of Industrial Engineering, K. N. Toosi University of Technology, Tehran, Iran)

  • Monireh Hosseini

    (Department of Industrial Engineering, K. N. Toosi University of Technology, Tehran, Iran)

Abstract

Marketing-mix plays an essential role in the competitive business environment. Marketing decision makers constantly need to monitor changes in the environment and organization to make necessary changes. Therefore, a knowledge management system is required to acquire, store, retrieve and use up-to-dated knowledge. Corporations also tend to look for systems assisting them in knowledge management. Agent technology looks set for assisting organizations in collecting, processing and using knowledge with high accuracy, speed and efficiency. This paper proposes a knowledge management framework for marketing-mix decision making through using agent technology. A multi-agent system is deployed to acquire, refine, store, retrieve, present, show and update the related knowledge of marketing-mix decision making. The fuzzy logic is applied by multi-agent system to make decision. Implementation of the proposed system in a car factory indicates that it is efficient and effective in supporting and improving marketing-mix decision making.

Suggested Citation

  • Masoomeh Moradi & Abdollah Aghaie & Monireh Hosseini, 2013. "An Agent-Based Knowledge Management Framework for Marketing-Mix Decision Making," International Journal of Strategic Decision Sciences (IJSDS), IGI Global, vol. 4(3), pages 109-128, July.
    • Handle: RePEc:igg:jsds00:v:4:y:2013:i:3:p:109-128
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    Cited by:

    1. Wa'el Hadi, 2017. "A New Model for Integrating Phases of Decision-Making and Knowledge Base for Improving Customer Satisfaction," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 16(03), pages 1-21, September.

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