THE USE OF NEURO-MARKETING IN MANAGEMENT

Olcay Semieoglu

Abstract


In the present era, in many cases, machines have been replaced by humans, and much of the physical work done by humans in the past is carried out by machines today. Although the power of computers in information storage and retrieval, office automation, and so on is undeniable, there are still some issues that the human has to do work itself. However, in general, machine-related items include systems in which, due to the complicated relationship between components, the human brain is incapable of understanding the mathematics of these relationships. The human brain can, over time, detect system habits, to some extent, by observing the sequence of system behavior and sometimes testing a result obtained by manipulating one of the system components. This learning process leads to the acquisition of experience by observing a variety of examples from the system. In such systems, the brain is not capable of analyzing the internal system and only estimates and predicts the internal system performance due to external behavior. One of the critical research issues in the field of computer science is the implementation of a model similar to the human brain’s internal system for analyzing various systems based on experience. In this regard, neural networks are one of the most active areas of research in contemporary times, attracting many individuals from various scientific fields. The use of neural networks in solving complex application problems has become more and more common these days. In this paper, after a brief introduction of neural networks and genetic algorithms, their relationship and contribution to marketing and business are taken into account.

 

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marketing, neural networks, genetic algorithm, artificial intelligence

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References


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