..., the traditional marketing research tools primarily based on parametric statistical methods are proving to be inadequate. In this context, in this paper it is argued that neural network models (NNMs) will prove to be robust methodological alternatives for marketers to practice database marketing effectively. ©...

...Fiona Davies; Luiz Moutinho; Bruce Curry Shows how neural networks can bring together psychometric and econometric approaches to the measurement of attitudes and perceptions. Uses a neural network to analyse data collected from a sample of ATM users on their perceptions of ATM service. Uses...

...Michiel C. van Wezel; Walter R.J. Baets Market response modelling is well covered in the marketing literature. However, much less research has been undertaken in the use of neural networks for market response modelling. Describes experiments to fit neural networks to the consumer goods market...

...V. Venugopal; W. Baets Artificial Neural Networks (ANNs) have many potential applications virtually in wide areas ranging from engineering to management. Recently, a great deal of interest (and effort) has been directed towards using ANNs in business practice. In particular, they have been used...

...R. A. Proctor Looks at how neural network technology can be used to learn marketing data patterns and help build up marketing decision support systems. Marketing abounds with potential applications for this method. Provides analysis and some illustrations of how the technology can be used in place...