Internet Marketing using Intelligent Agents: A Preliminary Report
نویسندگان
چکیده
It is becoming increasingly apparent that current technology will not provide the necessary infrastructure for electronic commerce and internet marketing to realise its full potential. As the World Wide Web increases in size and complexity, systems that can seek, locate and manage complex unstructured information will be required. In addition systems will need to be able to communicate, collaborate and negotiate effectively with other systems in order to deliver the necessary services. This requires sophisticated processing including the ability to perform high-level reasoning. Consequently, embedding intelligence in systems that support electronic commerce and internet marketing are required to ensure that the expected benefits of electronic commerce and internet marketing flow on to enhance and enrich global business. The key contribution of this paper is the development of an intelligent software agent framework and architecture that provides facilities for: − Merging information from heterogeneous sources. Due to the vast amount of information available on the Internet software agents will soon be overwhelmed by inconsistent information if they are unable to integrate information in a rational fashion. For example, the role of enterprise portals is to customise relevant information for the user. Typically the sources of this information are websites developed and maintained by different organisations and some of the information available is mutually inconsistent, e.g. contact details might differ across the websites because some sources may be out of date or simply incorrect. − Dealing with change in a dynamic environment. Due to the changing nature of the marketspace software agents must be able to cope with changes in consumer behaviour, consumer preferences and product choices. − Handling decisions that need to be made with information that is incomplete and/or uncertain. Software agents must be able to respond in the marketspace even when they do not possess all the necessary information. We envisage that our intelligent software agents would inhabit a marketspace where they work for the benefit of consumers and businesses engaged in customer-to-business and business-to-business electronic commerce.
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