Design and implementation of a case-based reasoning system for marketing plans

Unstructured intangible experiences and knowledge are usually difficult to represent and instantiate, which engenders the hardship of knowledge transfer and sharing. Past marketing plans are such valuable documents containing strategic planning knowledge and experiences. Case-Based Reasoning (CBR), which consists of retrieving, reusing, revising, and retaining cases, has been proved effective in retrieving information and knowledge from prior situations and being widely researched and applied in a great variety of problem territories. This paper targets at designing a CBR architecture and a method that facilitate the sharing and retrieving of cases of great concern to the marketing personnel. After an intensive survey of CBR methods and applications, a CBR system embedding multi-attribute decision making method, which provides both overall similarity level and similarity level of each selected attribute, is proposed to enhance the adaptation of a new marketing plan. In addition, a multi-attribute gap analysis diagram is developed to visualize the similarity along with the gap between candidate and target cases, so as to better support interaction and group decision making in the process of strategically formulating a new marketing plan. The CBR system was implemented and successfully demonstrated on case retrieval of a telecommunication company. q 2004 Elsevier Ltd. All rights reserved.