Francisco J. Martínez-López

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The main problem currently faced by market-oriented firms is not the availability of information (data), but the possession of appropriate levels of knowledge to take the right decisions. This is common background for firms. In this regard, marketing professionals and scholars highlight the necessity for knowing and explaining consumers' behaviour patterns(More)
This paper shows part of a larger interdisciplinary research focused on developing artificial intelligence-based analytical tools to aid the marketing managers' decisions on consumer markets. In particular, here it is presented and tested a knowledge discovery methodology based on genetic-fuzzy systems – a Soft Computing (SC) method that jointly makes use(More)
a r t i c l e i n f o a b s t r a c t In its introduction this paper discusses why marketing professionals do not make satisfactory use of the marketing models posed by academics in their studies. The main body of this research is characterised by the proposal of a brand new and complete methodology for knowledge discovery in databases (KDD), to be applied(More)
The paper introduces a novel problem based on causal modeling in marketing where knowledge discovery is able to provide useful results (as shown in a real-world application). The problem features (with uncertain data and available expert knowledge) and the proposed multiobjective optimization approach makes genetic fuzzy systems to be a good framework to(More)
Keywords: Sense of telepresence Mental imagery Thought-imagery Imagination-imagery Cognitive elaboration Narrative transportation theory a b s t r a c t Substantial multidisciplinary research has established foundational support for the consumer behaviour phenomenon that underlies the experience of telepresence within online social networks and other(More)
a r t i c l e i n f o To be competitive in contemporary turbulent environments, firms must be capable of processing huge amounts of information, and effectively convert it into actionable knowledge. This is particularly the case in the marketing context, where problems are also usually highly complex, unstructured and ill-defined. In recent years, the(More)
a r t i c l e i n f o The study here highlights the potential that analytical methods based on Knowledge Discovery in Databases (KDD) methodologies have to aid both the resolution of unstructured marketing/business problems and the process of scholarly knowledge discovery. The authors present and discuss the application of KDD in these situations prior to(More)