An Agent-Based Knowledge Management Framework for Marketing-Mix Decision Making

Marketing-mix plays an essential role in the competitive business environment. Marketing decision makers constantly need to monitor changes in the environment and organization to make necessary changes. Therefore, a knowledge management system is required to acquire, store, retrieve and use up-to-dated knowledge. Corporations also tend to look for systems assisting them in knowledge management. Agent technology looks set for assisting organizations in collecting, processing and using knowledge with high accuracy, speed and efficiency. This paper proposes a knowledge management framework for marketing-mix decision making through using agent technology. A multi-agent system is deployed to acquire, refine, store, retrieve, present, show and update the related knowledge of marketing-mix decision making. The fuzzy logic is applied by multi-agent system to make decision. Implementation of the proposed system in a car factory indicates that it is efficient and effective in supporting and improving marketing-mix decision making.