Artificial neural networks: A new methodology for industrial market segmentation |
| |
| Authors: | Kelly E Fish James H Barnes Milam W AikenAssistant |
| |
| Institution: | aMarketing Instructor at Rhodes College, Department of Economics and Business Administration, Memphis, Tennessee, USA;bProfessor of Marketing and Pharmacy Administration and holder of the Morris Lewis Lectureship at University of Mississippi USA;cAssistant Professor of Management and Marketing (MIS) at the School of Business Administration, University of Mississippi USA |
| |
| Abstract: | Neural networks are a type of artificial intelligence computing that have generated considerable interest across many disciplines during the past few years. The authors explore the potential of artificial neural networks in assisting industrial marketers faced with a segmentation problem by comparing their classification ability with discriminant analysis and logistic regression. The neural networks achieve higher hit ratios on holdout samples than the other methodologies. A marketer in a business-to-business situation may be able to segment a market more accurately, thereby improving efficiency for sales forces and other promotional activities, by using artificial neural networks. |
| |
| Keywords: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
