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- W2103160914 abstract "The progress is reported of a research project designed to explore an answer to the question 'Can knowledge-based systems (KBS) assist in product advertising decisions?' For this study a user-developed KBS prototype, the Product Position Strategy Advisor, was developed to advise market planners about the optimum advertising for a product. The recommendation is based on two major factors: the purchase behavior of the target market and the product's points of differences (i.e. the consumers' perceptions of the product's and the company's strengths and weaknesses). The prototype, which is still evolving, is described. It is limited to positioning consumer products which are new to the firm and sold primarily in supermarkets. >" @default.
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- W2103160914 date "2002-12-31" @default.
- W2103160914 modified "2023-09-24" @default.
- W2103160914 title "Developing a knowledge-based system for product position advertising strategy formulation" @default.
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- W2103160914 doi "https://doi.org/10.1109/dmisp.1993.248618" @default.
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