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SUMMARY This paper describes a case history of the development of an Expert System in Strategic Marketing Planning codenamed EXMAR. It traces the evolution of the system from the formation of the DTI club two years ago to the launch of the prototype model. The paper outlines the technical and domain–specific obstacles encountered en route and how these were overcome. A number of conclusions are drawn from the project. The principal one is that there is a bright future for expert systems in the field of strategic management. Professor Malcolm McDonald is the principal expert to the club. Hugh Wilson is a senior consultant with Artificial Intelligence Ltd. He was also the knowledge engineer and the project manager. For readers who would like a simple explanation of Expert Systems, please refer to Professor McDonald's paper ‘Marketing Planning and Expert Systems: an Epistemology of Practice’, Marketing Intelligence and Planning , 7, 7/8, 1989.
McDonald et al. (Sat,) studied this question.