Marketing Decision Making by Applying the Expert System

7 Pages Posted: 20 Nov 2018

See all articles by Radovan Pejanovic

Radovan Pejanovic

University of Novi Sad

Otilija Sedlak

University of Novi Sad

Zoran Ćirić

University of Novi Sad

Leposava Grubić-Nešić

University of Novi Sad - Faculty of Technical Sciences

Slavica Mitrović

University of Novi Sad - Faculty of Technical Sciences

Jelica Eremić-Đođić

Elektroprivreda Srbije, Serbia

Date Written: September 8, 2016

Abstract

The main goal of this paper is to develop an expert system based on fuzzy set theory that will provide more successful and efficient decision making in the area of marketing, in relation with dilemma “to produce or to purchase”. Namely, authors will try to develop a model that will be suitable for making marketing decisions in production systems. Methodology in the paper obtained analysis of the theory of marketing, the development of the specific model for decision making, so as the application of developed model on one case from production system. Methodology which allows to model indeterminacy is fuzzy sets theory which is particularly well designed for dealing with non-probabilistic uncertainties. Authors will develop a model for decision making, based on successful integration of marketing and fuzzy theories. They will implement the model in decision making problem related to the debate “to produce or to purchase” on one real decision problem in production system. The main goal of this paper is to make changes in the work of decision makers in marketing sector. Authors pointed the advantages of the model with quality management, but also some limitations and possibilities for the future researches.

Keywords: fuzzy logic, decision support systems, ICT, uncertainty

JEL Classification: C63

Suggested Citation

Pejanovic, Radovan and Sedlak, Otilija and Ćirić, Zoran and Grubić-Nešić, Leposava and Mitrović, Slavica and Eremić-Đođić, Jelica, Marketing Decision Making by Applying the Expert System (September 8, 2016). 2016 ENTRENOVA Conference Proceedings. Available at SSRN: https://ssrn.com/abstract=3282322 or http://dx.doi.org/10.2139/ssrn.3282322

Radovan Pejanovic (Contact Author)

University of Novi Sad ( email )

Trg Dositeja Obradovica 3
Novi Sad, 21000
Serbia

Otilija Sedlak

University of Novi Sad ( email )

Trg Dositeja Obradovica 3
Novi Sad, 21000
Serbia

Zoran Ćirić

University of Novi Sad ( email )

Trg Dositeja Obradovica 3
Novi Sad, 21000
Serbia

Leposava Grubić-Nešić

University of Novi Sad - Faculty of Technical Sciences ( email )

Trg Dositeja Obradovica 3
Novi Sad, 21000
Serbia

Slavica Mitrović

University of Novi Sad - Faculty of Technical Sciences ( email )

Trg Dositeja Obradovica 3
Novi Sad, 21000
Serbia

Jelica Eremić-Đođić

Elektroprivreda Srbije, Serbia ( email )

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