A multi‐agent‐based hybrid framework for international marketing planning under uncertainty |
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| Authors: | Shuliang Li Jim Zheng Li |
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| Affiliation: | 1. Westminster Business School, University of Westminster, 35 Marylebone Road, London NW1 5LS, UK;2. Department of Computing, Imperial College London, 180 Queen's Gate, South Kensington Campus, London SW7 2AZ, UK |
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| Abstract: | The increased complexity and competition in the global marketing environment present new challenges to decision‐makers. The characteristics of the international marketing planning problem are clarified in this paper. The advantages and disadvantages of relevant techniques and technologies that may be applied to deal with the planning problem are analysed. A multi‐agent‐based hybrid intelligent framework for international marketing planning and associated Internet strategy formulation is then established, with underlying techniques, technologies, software architecture and integration method outlined. In addition, a software prototype of the hybrid framework, called AgentsInternational, is created and presented, with initial evaluation results reported. Further work on this topic is also planned. Copyright © 2009 John Wiley & Sons, Ltd. |
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