A Genetic Fuzzy Approach for Building of Marketing Intelligence Systems for Consumer Behavior Modelling

In this paper we debate on the causes of dissatisfactory of academic studies of marketing models. Next, we present a more complete methodology for knowledge discovery in data bases to be used in marketing causal modelling as a decision support tool in marketing management .This methodology is based on genetic fuzzy systems, a specific hybridization of artificial intelligence methods, that is proper for the problems we offer. Marketing intelligence system is called knowledge based marketing management support systems that is an avant-garde evolution in the use of KDD methods based on intelligence systems like this in our paper. The KDD process creates some basic questions for the professionals in this case that are completely discussed and solved next .After the theoretical presentation, this methodology is experimented on a consumer modelling application in interactive computer-mediated environments.

Genetic Fuzzy Systems, Marketing Modelling, Consumer Behavior, Knowledge Discovery, Decision Support Systems.