ACADEMIA DE STUDII ECONOMICE DIN BUCURETI

FACULTATEA ECONOMIE AGROALIMENTAR I A MEDIULUI

RECENZIE
SISTEME EXPERT DE MARKETING
GHEORGHE ORZAN

SISTEME EXPERT DE MARKETING
GHEORGHE ORZAN
Cartea Sistee e!"ert #e ar$eti%&' s(ris) #e G*e+r&*e Or,a% a a")r-t .%
a%-/ 0112 /a B-(-re3ti' a-t+r-/ a ai s(ris C45erar$eti%&' Sistee
i%6+rati(e #e ar$eti%&' Te%#i%7e a8+re .% #e,9+/tarea -%-i siste
i%6+ra7i+%a/ #e ar$eti%&:
Cartea are -% %-)r #e ;<0 #e "a&i%i ' /-(rarea este str-(t-rat) .% 2 (a"it+/e'
&r-"ate /+&i( .% = ")r7i: >% "re6a7) a-t+r-/ 6a(e + s(-rt) i%t+#-(ere .% (+%ti%-t-/
"r+"ri- ,is a/ /-(r)rii 3i a#-(e -/7-irii "ers+a%e/+r (are / a- s"ri8it .% re#a(tarea
ei:
L-(rarea #+%-/-i Or,a% este -3+r #e (itit ' te!t-/ 6ii%# (+"/etat #e ta5e/e'
&ra6i(e 3i s(*ee "e%tr- + ai 5-%) .%te/e&ere :
Partea .%t)i i%tr+#-(e (itit+r-/ .% "r+5/eati(a sistee/+r i%te/i&e%te #e asi&-rare a
#e(i,ii/+r #e ar$eti%&' a se%i6i(a7iei 3i s"e(i6i(it)7ii "r+(es)rii (-%+3ti%7e/+r' a
(ate&+rii/+r #e sistee i%te/i&e%te' a sistee/+r i%6+rati(e (- 5a,a #e (-%+3ti%7)'
a i"/i(a7ii/+r "e%tr- a(ti9itatea #e ar$eti%&:
Partea a #+-a tratea,) et+#+/+&ia "r+ie(t)rii sistee/+r e!"ert' +#e/e/e #e
a(*i,i7ie a (-%+3ti%7e/+r :
Partea a treia (-"ri%#e #+-) st-#ii #e (a, si +#e/e/e #e sistee e!"er #e
ar$eti%& -ti/i,?%# &e%erat+are/e @P EXPERT 3i EXSAS De9e/+"er' e#ii #e
#e,9+/tare #e+se5it #e "er6+ra%te:
Capitolul ntai se i%tit-/ea,) F-%#ae%te/e sistemelor informatice
inteligente 3i este str-(t-rat /a r?%#-/ /-i "e = s-5(a"it+/e: Ai(i se 9+r5este #-")
(- 3i tit/-/ %e s-&erea,) ' #es"re tere%ii (are se 6+/+ses( .% #+e%i-/ Mar$eti%&
"re(- 3i% .% (+%(e"erea a(est+r sistee e!"ert:
A-t+r-/ #) #e6i%i7ii tere%i/+r i%6+ra7ie' #ate' (-%+3ti%7e: I%teresa%t) i sBa ")t-t
str-(t-ra (reier-/-i 6)(-t) #e R-sse/ A($+66 . a%-/ ;CD2 "e D (/ase
#ateEa%sa5/- #e si5+/-riF' i%6+ra7iiE #ate "re/-(rateF' (-%+3ti%7eEa%sa5/-ri #e
i%6+ra7iiF '.%7e/e&ereE #i6ere%7a #i%tre .%7e/e&ere 3i (-%+3tere este #i6ere%7a #i%tre
a .%9)7a 3i a e+raF' .%te/e"(i-%e: O a/t) i#ee #e,9+/tat) #e Or,a% este e9+/-7ia
'a%a/i,a' "re4e%tarea sistee/+r i%6+rati(e i%te/i&e%te .%s+7ite #e e!e"/e: A(est
(a"it+/ (-"ri%#e 5a,a te+reti() "e%tr- "r+5/ea a5+r#ata #e #+%-/ "r+6es+r
Or,a%' a(eea a sistee/+r e!"ert:
Aste/ capitolul al doilea (- tit/-/ Componente fundamentale ale sistemului
expert %e 6ai/iari,ea,) (- %+7i-%i/e 6+/+site .% e/a5+rarea -%-i ast6e/ #e siste:
Ca"it+/-/ #e5-tea,) (- + #e6i%i7ie a sistee/+r e!"ert (a 6ii%# -% siste #e
"r+&raare 5a,at "e te*%i(i/e i%te/i&e%7ei arti6i(ia/e (are .%&/+5ea,a (-%+3ti%7e/e
e!"er7i/+r -a%i #i%trB-% a%-it #+e%i- 5i%e #e6i%it 3i a"+i /e 6+/+ses( "e%tr-
#e,9+/tarea "r+5/ee/+r #i6i(i/e #i% a(est #+e%i-' -rat) #e (ara(teristi(i/e '
6-%(7ii/e ' str-(t-ra sistee/+r: Sistee/e e!"ert a- a")r-t /a .%(e"-t .% #+e%i-/
te*%i( 3i e#i(a/' asta,i se asista /a "atr-%#erea sa .% #+e%i-/ e(+%+i(: A
rear(at #e6i%irea (+%(e%t-/-i #e siste e!"ert a /-i Fre%,e/ LE;C2;F' (a 6ii%#
"r+&rae i%te/i%&e%te (e -ti/i,ea,) (-%+3terea "e%tr- s+/-7i+%area -%+r "r+5/ee
6+arte #i6i(i/e:U/ti-/ s-5(a"it+/ (-"ri%#e "re,e%tarea "r+"ri- ,is) a /i5a8-/-i
6+/+sit .% re#area #ate/+r (-/ese #i%tr -% a%-it #+e%i-' "re(- 3i re&-/i "e%tr-
5-%a 6-%(7i+%are a "r+&rae/+r -ti/i,ate:
Tit/- capitolului al treilea Prezentarea sistemelor expert de markenting
este ai -/t #e(at s-&esti9 "ri9i%# "r+5/ea a5+r#at): Di6ersi6i(area i%6+rati(ii
a 6)(-t (a a(este i%str-e%te s) ia 6+ra -%+r sistee #e #ia&%+,)' a%a/i,) 3i
asistare a #e(i,ii/+r .% ar$eti%&: Re(e%t a 6+st (reat) + 9aria%t) .5-%ata7it)
XSELL' 6+/+sit) .% #+e%i-/ a(ti9it)7i/+r (+er(ia/e (e "erit (/ie%t-/-i s) .3i
#e6i%eas() (/ar (eri%7e/e : E!e"/- #e sistee #e ar$eti%& PROMOTER '
MARKENTING EDGE ' DETECTOR:
I%teresa%ta i se "are "-%erea a((e%t-/-i "e e!ti%#erea #+e%ii/+r #e -ti/i,are a
sistee/+r e!"ert #e ar$eti%& ' "r+#-se i%#-stria/' ser9i(ii: >% s-5(a"it+/e s-%t
"re,e%tate et+#e #e a%a/i,) ierar*i() .% (a#r-/ sistee/+r:
>% capitolul patru Proiectarea sistemelor de marketing 3i capitolul
cinci Generarea de sisteme de marketing s-%t "re,e%tate eta"e/e %-(/e-/-i
(e%tra/ a/ siste-/-i e!"ert ' strate&ii/e #e (+%tr+/' +#-/ #e ra7i+%ae%t s"e(i6i(
%-(/e-/-i (e%tra/ (-%+s(-t 3i s-5 #e%-irea #e +t+r #e i%ter6e7e' tere% s"e(i6i(
#+e%i-/-i i%6+rati(ii' (- #es(rierea a/&+rit-/-i 3i e!e"/e : I%6+ra7ii/e s-%t
.%s+tite #e ta5e/e' s(*ee %e(esare .%te/e&erii e/a5+r)rii -%-i ast6e/ #e siste:
Ca"it+/-/ (i%(i .%(*eie "artea a #+-a a /-(r)rii "ri% e!"-%erea -%+r &e%erat+are #e
sistee (a Ar&-e%t De(i#e! ' C/i"s' A(G-ire (are s-%t (+er(ia/i,ate si s-%t
(+%(e"-te "e%tr- a 6i -ti/i,ate (- -3-ri%ta' a9a%# -% /i5a8 a((esi5i/:
Partea a treia a /-(r)rii (-"ri%#e capitolele ase i apte H Prezentarea
generatorului de sisteme expert Vp Expert i Proiectarea sistemului expert de
marketing utiliznd pachetul VP Expert ' (a"it+/e .% (are este "re,e%tat (e/ ai
(+"/e! i%str-e%t "e%tr- rea/i,area sistee/+r: Ge%erat+r-/ a 6+st rea/i,at #e
6ira Pa"er5a($ S+6Iare I%ter%ati+%a/ ' a-t+r-/ re#) +#-/ #e 6+/+sire ' (+e%,i/e
6+/+site ' s"e(i6i(e -%-i /i5a8 #e "r+&raare' #e(/ara7ii/e (are (+%7i% .% &e%era/
i%6+ra7ii -ti/e "ri9i%# (+%s-/tarea siste-/-i e!"ert' 9aria5i/e/e: La 6e/ (a 3i .%
(e/e/a/te (i%(i (a"it+/e &asi 3i ai(i + serie #e ta5e/e ' s(*ee 3i &ra6i(e '"re(- 3i
e!e"/e (+%(rete:
A-t+r-/ 6ii%# -% s"e(ia/ist .% #+e%i-/ i%6+rati(ii' #+(t+r i% ar$eti%&
s-"ri%#e 6+arte (+%(is ")tr-%#erea %+i/+r te*%+/+&ii (+"-teri,ate i% t+ate
#+e%ii/e #e a(ti9itate' -3-r?%# aste6e/ a((es-/ /a i%6+ra7ie:
D-"a "arerea ea /-(rarea este 6+arte 5i%e e/a5+rat) ' a-t+r-/-i 6ii%# 5i%e
i%6+rat' 6+/+si%# -% %-)r are #e ateria/e 5i5/i+&ra6i(e: