The emergence of expert systems in marketing can be seen as the next step in the development of the use of computers in marketing management, where starting out with an almost exclusively mathematical model building/optimization approach, gradually more judgmental elements from managerial experience were added (decision calculus; marketing decision support systems).

ERIM (Electronic) Books and Chapters
Erasmus Research Institute of Management

Wierenga, B. (1990). Profile of the first generation of marketing expert systems. In ERIM (Electronic) Books and Chapters. Retrieved from