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DC Field | Value | Language |
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dc.contributor.author | Lee, KC | - |
dc.contributor.author | Lee, H | - |
dc.contributor.author | Lim, N | - |
dc.contributor.author | Lim, J | - |
dc.date.accessioned | 2014-07-14T15:48:45Z | - |
dc.date.available | 2014-07-14T15:48:45Z | - |
dc.date.issued | 2013 | - |
dc.identifier.citation | Industrial Marketing Management, 42(4), 552-563, 2013 | en_US |
dc.identifier.issn | 0019-8501 | - |
dc.identifier.uri | http://www.sciencedirect.com/science/article/pii/S0019850113000576 | en |
dc.identifier.uri | http://bura.brunel.ac.uk/handle/2438/8666 | - |
dc.description | This is the post-print version of the final paper published in Industrial Marketing Management. The published article is available from the link below. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. Copyright @ 2013 Elsevier B.V. | en_US |
dc.description.abstract | Industrial marketing planning is a typical example of an unstructured decision making problem due to the large number of variables to consider and the uncertainty imposed on those variables. Although abundant studies identified barriers and facilitators of effective industrial marketing planning in practice, the literature still lacks practical tools and methods that marketing managers can use for the task. This paper applies fuzzy cognitive maps (FCM) to industrial marketing planning. In particular, agent based inference method is proposed to overcome dynamic relationships, time lags, and reusability issues of FCM evaluation. MACOM simulator also is developed to help marketing managers conduct what-if scenarios to see the impacts of possible changes on the variables defined in an FCM that represents industrial marketing planning problem. The simulator is applied to an industrial marketing planning problem for a global software service company in South Korea. This study has practical implication as it supports marketing managers for industrial marketing planning that has large number of variables and their cause–effect relationships. It also contributes to FCM theory by providing an agent based method for the inference of FCM. Finally, MACOM also provides academics in the industrial marketing management discipline with a tool for developing and pre-verifying a conceptual model based on qualitative knowledge of marketing practitioners. | en_US |
dc.description.sponsorship | Ministry of Education, Science and Technology (Korea) | en_US |
dc.language.iso | en | en_US |
dc.publisher | Elsevier | en_US |
dc.subject | Strategic marketing planning | en_US |
dc.subject | Industrial marketing | en_US |
dc.subject | Fuzzy cognitive map | en_US |
dc.subject | The relevance problem | en_US |
dc.subject | Design science | en_US |
dc.title | An agent-based fuzzy cognitive map approach to the strategic marketing planning for industrial firms | en_US |
dc.type | Article | en_US |
dc.identifier.doi | http://dx.doi.org/10.1016/j.indmarman.2013.03.007 | - |
pubs.organisational-data | /Brunel | - |
pubs.organisational-data | /Brunel/Brunel Active Staff | - |
pubs.organisational-data | /Brunel/Brunel Active Staff TxP | - |
pubs.organisational-data | /Brunel/Brunel Active Staff TxP/College of Business, Arts and Social Sciences | - |
pubs.organisational-data | /Brunel/Brunel Active Staff TxP/College of Business, Arts and Social Sciences/Brunel Business School | - |
pubs.organisational-data | /Brunel/Brunel Active Staff/Brunel Business School | - |
pubs.organisational-data | /Brunel/Brunel Active Staff/Brunel Business School/Business | - |
pubs.organisational-data | /Brunel/University Research Centres and Groups | - |
pubs.organisational-data | /Brunel/University Research Centres and Groups/Brunel Business School - URCs and Groups | - |
pubs.organisational-data | /Brunel/University Research Centres and Groups/Brunel Business School - URCs and Groups/Centre for Research into Entrepreneurship, International Business and Innovation in Emerging Markets | - |
pubs.organisational-data | /Brunel/University Research Centres and Groups/School of Arts - URCs and Groups | - |
pubs.organisational-data | /Brunel/University Research Centres and Groups/School of Arts - URCs and Groups/Brunel Centre for Contemporary Writing | - |
pubs.organisational-data | /Brunel/University Research Centres and Groups/School of Health Sciences and Social Care - URCs and Groups | - |
pubs.organisational-data | /Brunel/University Research Centres and Groups/School of Health Sciences and Social Care - URCs and Groups/Brunel Institute for Ageing Studies | - |
pubs.organisational-data | /Brunel/University Research Centres and Groups/School of Health Sciences and Social Care - URCs and Groups/Brunel Institute of Cancer Genetics and Pharmacogenomics | - |
pubs.organisational-data | /Brunel/University Research Centres and Groups/School of Health Sciences and Social Care - URCs and Groups/Centre for Systems and Synthetic Biology | - |
pubs.organisational-data | /Brunel/University Research Centres and Groups/School of Information Systems, Computing and Mathematics - URCs and Groups | - |
pubs.organisational-data | /Brunel/University Research Centres and Groups/School of Information Systems, Computing and Mathematics - URCs and Groups/Multidisclipary Assessment of Technology Centre for Healthcare (MATCH) | - |
Appears in Collections: | Business and Management Brunel Business School Research Papers |
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Fulltext.pdf | 780.22 kB | Adobe PDF | View/Open |
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