A web-enabled intelligent approach towards digital marketing planning: the integrated system and its effectiveness

Authors:
Shuliang Li;Jim Zheng Li;Hong He
Affiliations:
Westminster Business School, University of Westminster, London, Uunited Kingdom;Department of Computing, Imperial College London, London, United Kingdom;University of Bedfordshire Business School, Luton, Bedfordshire, United Kingdom
Venue:
ACACOS'10 Proceedings of the 9th WSEAS international conference on Applied computer and applied computational science
Year:
2010

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Abstract

Formulating a sound digital marketing strategy is a challenging task. A Web-enabled hybrid intelligent approach that combines online simulation, fuzzy logic, if-then rules and Web databases in support of digital marketing strategy formulation is proposed and presented in this paper. The effectiveness of the Web-based integrated system is assessed through case study evaluation work, with initial results reported.