Artificial Intelligence in Managing Market Relationships

Abstract

In the 21st century our society is increasingly defined by access to and fluency with digital technologies and information infrastructures which are described to be essential to economic development, global competitiveness and national productivity (Merril Lynch & Co. Inc., 2000). This paper presents a theoretical framework for the development of a new intelligent software system designed to integrate loyalty programs data bases information, consumer surveys and qualitative studies what will enable the producing firm to be in contact with consumers' behavioural and attitudinal patterns. The benefit of this theoretical model is its assistance to consumer goods-producing firms to establish information-based relationships with both the end customer-user and the retailers that distribute the goods.

Key Words:

• Relationship marketing
• intelligent agents
• database management
• loyalty
• retailing systems
• networks