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Simulation based decision support for strategic communication and marketing management concerning the consumer introduction of smart energy meters/Aide a la decision basee sur la simulation pour communication strategique et marketing management: l'introduction de compteurs d'energie intelligents.(Author abstract)

Van Der Sanden, Maarten C. A. ; Van Dam, Koen H. ; Stragier, Jeroen ; Kobus, Charlotte B. A.

ESSACHESS- Journal for Communication Studies, Jan, 2013, Vol.6(1), p.75(30) [Tạp chí có phản biện]

ISSN: 2066-5083

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  • Nhan đề:
    Simulation based decision support for strategic communication and marketing management concerning the consumer introduction of smart energy meters/Aide a la decision basee sur la simulation pour communication strategique et marketing management: l'introduction de compteurs d'energie intelligents.(Author abstract)
  • Tác giả: Van Der Sanden, Maarten C. A. ; Van Dam, Koen H. ; Stragier, Jeroen ; Kobus, Charlotte B. A.
  • Chủ đề: Target Marketing ; Consumer Behavior ; Decision Making
  • Là 1 phần của: ESSACHESS- Journal for Communication Studies, Jan, 2013, Vol.6(1), p.75(30)
  • Mô tả: Communication and marketing professionals make strategic decisions in highly complex and dynamic contexts. These decisions are highly uncertain on the outcome and process level when, for example, consumer behaviour is at stake. Decision support systems can provide insights in these levels of uncertainty and the professional process of decision making. However, literature describing decision support tools for strategic communication and marketing management that provide clear insights in uncertainty levels is lacking. This study therefore aims at developing a consumer behaviour simulation module as an important element of such a future decision support tool. The consumer behaviour simulation we propose in this paper is based on data collected from a survey among 386 households with which a behavioural change model was calibrated. We show how various decision scenarios for strategic communication and marketing challenges can be explored and how such a simulation based decision support system can facilitate strategic communication and marketing management concerning the introduction of a smart energy meter. Keywords: strategic communication and marketing management, decision support, agent-based simulation, consumer behaviour/technology adoption, smart energy meter, digital city Les professionnels de la communication et du marketing prennent des decisions strategiques dans des contextes extremement complexes et dynamiques. Ces decisions sont tres incertaines sur le plan des resultats et du processus lorsque par exemple, le comportement des consommateurs est en jeu. Les systemes d'aide a la decision peuvent apporter des eclaircissements sur ces niveaux d'incertitude et sur le processus de prise de decision. Cependant, la litterature qui decrit les outils d'aide a la decision pour la communication strategique et la gestion du marketing donnant des indications claires des niveaux d'incertitude fait defaut. Cette etude vise donc a developper un module de simulation du comportement du consommateur en tant qu'element important d'un futur outil d'aide a la decision. La simulation du comportement des consommateurs que nous proposons dans cet article est basee sur un modele d'adaptation technologique etalonne sur 386 personnes. Nous montrons comment divers scenarios de decision pour les defis de marketing et de communication strategique peuvent etre explores et comment un tel systeme d'aide a la decision basee sur la simulation peut faciliter la communication strategique et le marketing management. Mots-cles : communication strategique et marketing management, aide a la decision, simulation orientee agent, comportement du consommateur/adoption technologique, compteur d'energie intelligent, ville numerique
  • Ngôn ngữ: French
  • Số nhận dạng: ISSN: 2066-5083

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