Adams, Carl, Anthony, Richard John, Powley, Wendy, Bell, David, White, Chris and Wu, Chun (2012) Towards autonomic marketing. In: Eighth International Conference on Autonomic and Autonomous Systems 2012 (ICAS 2012). Curran Associates, Inc., Red Hook, NY, USA, pp. 28-31. ISBN 978-1-61208-187-8

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Abstract

This paper explores one of the current innovation waves within computing technology, that of the application of Autonomic Computing (AC) to the marketing domain – termed ―Autonomic Marketing‖, the result being an adaptive, highly effective marketing strategy set to significantly change target marketing and a company’s relationship with customers. Marketing has often been at the forefront of business adoption and utilization of the latest computing technologies and functionality. Indeed, the marketing function is interlinked with technology and has been proactively using the capabilities of new technologies from the earliest databases and mail merge functionality to sophisticated Customer Relationship Management systems and intelligent behavioural marketing systems. The Autonomic Computing paradigm provides a framework in which marketing systems could become self-configuring and context-aware, using a variety of learning and decision-making techniques, providing the potential of even more refined targeting of marketing information to customers. In this paper, we introduce the concept of Autonomic Marketing and outline some of the research issues involved in the implementation of such a system that will, indeed revolutionize the marketing world.

Item Type:	Conference Proceedings
Title of Proceedings:	Eighth International Conference on Autonomic and Autonomous Systems 2012 (ICAS 2012)
Additional Information:	[1] This paper was presented at the Eighth International Conference on Autonomic and Autonomous Systems 2012 (ICAS 2012) held from 25-30 March 2012 in St. Maarten, Netherlands Antilles. [2] This Conference was sponsored by the International Academy, Research, and Industry Association (IARIA).
Uncontrolled Keywords:	autonomic computing, autonomic marketing, marketing intelligence systems.
Subjects:	Q Science > Q Science (General)
Pre-2014 Departments:	School of Computing & Mathematical Sciences
Related URLs:	Publisher Organisation
Last Modified:	14 Oct 2016 09:22
URI:	http://gala.gre.ac.uk/id/eprint/9036

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