Abstract
Soft computing techniques gained popularity in the 1990s for highly complex problems in science and engineering (e.g., Jang et al. 1997). Since then, they have slowly been making their way into management disciplines (Mitra et al. 2002). In order to understand the potential of these methods in marketing, it is useful to have a framework with which to analyze how analytical methods can provide insight to marketing problems.
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Roberts, J. (2010). Soft Computing Methods in Marketing: Phenomena and Management Problems. In: Casillas, J., MartÃnez-López, F.J. (eds) Marketing Intelligent Systems Using Soft Computing. Studies in Fuzziness and Soft Computing, vol 258. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-15606-9_4
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DOI: https://doi.org/10.1007/978-3-642-15606-9_4
Publisher Name: Springer, Berlin, Heidelberg
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