GloStra: a hybrid system for developing global strategy and associated Internet strategy

Li, Shuliang and Davies, Barry J (2001) GloStra: a hybrid system for developing global strategy and associated Internet strategy. Industrial Management and Data Systems, 101 (3). pp. 132-141. ISSN 0263-5577

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Abstract

An intelligent hybrid system, called GloStra (developed by the author), for developing global marketing strategy and associated Internet marketing strategy is reported in this paper. The hybrid system is built to integrate the strengths of expert systems, fuzzy logic, artificial neural networks and decision support technology; and to link the development of global marketing strategy with the formulation of associated Internet marketing strategy. In the paper, the system architecture, the functional modules of the hybrid system and other associated technical issues are addressed. The directions for further research in this field are also highlighted.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Global marketing, Marketing strategy, Marketing planning, Hybrid systems, Expert systems, Information systems
Subjects: H Social Sciences > HF Commerce
Divisions: Schools and Research Institutes > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Susan Turner
Date Deposited: 20 Apr 2015 16:02
Last Modified: 30 Nov 2016 12:16
URI: http://eprints.glos.ac.uk/id/eprint/2116

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