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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

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

An Agent-Based Knowledge Management Framework for Marketing-Mix Decision Making
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Author(s): Masoomeh Moradi (K. N. Toosi University of Technology, Iran), Abdollah Aghaie (K. N. Toosi University of Technology, Iran)and Monireh Hosseini (K. N. Toosi University of Technology, Iran)
Copyright: 2015
Pages: 21
Source title: Research Methods: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-7456-1.ch023

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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.

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