Developing Expert Systems in Decision Making by Applying the Fuzzy Set Theory

The main goal of this paper was to present the knowledge based fuzzy model that will provide more successful and efficient decision making in the area of marketing, in relation with dilemma “to produce or to buy”. Namely, authors tried to develop a model that will be suitable for making marketing decisions in production systems. Methodology in the paper obtained analysis of the theory of marketing and knowledge based systems, the development of the specific model for decision making, so as the application of developed model on one case from domestic production system. The research problem in this paper was proposed in terms of model development. Authors developed model for decision making, based on successful integration of marketing and knowledge based and fuzzy theories. Also, this was proposed as universal model which can be implemented in each production system. They implemented the model in decision making problem related to the debate “to produce or to buy” on one real decision problem in domestic production system. The paper was divided in three parts. In the first part authors analyzed the main theoretical developments in the area of marketing and decision making, fuzzy and knowledge based systems. The second part was dedicated to the methodology and thus the development of the model for marketing decision making. The third part presented the model and specific decision making problem that has been solved by developed model. At the end, authors pointed the advantages of the model but also some limitations and possibilities for the future researches. Key-Words: knowledge-based systems, fuzzy logic, decision making process, uncertainty