Titulo:
APPLICATION OF KOHONEN MAPS FOR THE PRIORITIZATION OF MARKET AREAS: A PRACTICAL APPROACH
.
Sumario:
This paper introduces a methodology based on neural networks to prioritize some market areas with a business approach. In this research, we try to resolve the uncertainty that exists in most organizations around the priority of a market area by conducting a search of the most relevant criteria businesses consider in order to assign priorities to certain clients. The problem is sustained by a lack of tools to estimate the priority of a market area and by the lack of an effective interface between logistics and marketing departments. To address this situation, we used Kohonen maps, a type of neural network that facilitates customer grouping and makes it possible to determine which of them most frequently impact the previously established prio... Ver más
Guardado en:
1794-1237
2463-0950
13
2016-10-25
157
169
Revista EIA/ English version - 2016
info:eu-repo/semantics/openAccess
http://purl.org/coar/access_right/c_abf2
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APPLICATION OF KOHONEN MAPS FOR THE PRIORITIZATION OF MARKET AREAS: A PRACTICAL APPROACH APPLICATION OF KOHONEN MAPS FOR THE PRIORITIZATION OF MARKET AREAS: A PRACTICAL APPROACH This paper introduces a methodology based on neural networks to prioritize some market areas with a business approach. In this research, we try to resolve the uncertainty that exists in most organizations around the priority of a market area by conducting a search of the most relevant criteria businesses consider in order to assign priorities to certain clients. The problem is sustained by a lack of tools to estimate the priority of a market area and by the lack of an effective interface between logistics and marketing departments. To address this situation, we used Kohonen maps, a type of neural network that facilitates customer grouping and makes it possible to determine which of them most frequently impact the previously established priority criteria. Finally, three scenarios are proposed to validate the proposal made and see what behavior the neural networks have in terms of prioritizing marketing areas. Gámez Albán, Harol Mauricio Orejuela Cabrera, Juan Pablo Salas Achipiz, Oscar Ancizar Bravo Bastidas, Juan José Neural networks Kohonen maps Market areas Logistic Marketing 13 25 Artículo de revista Journal article 2016-10-25 00:00:00 2016-10-25 00:00:00 2016-10-25 application/pdf Revista EIA / English version Revista EIA / English version 1794-1237 2463-0950 https://revistas.eia.edu.co/index.php/Reveiaenglish/article/view/1053 https://revistas.eia.edu.co/index.php/Reveiaenglish/article/view/1053 spa https://creativecommons.org/licenses/by-nc-sa/4.0/ Revista EIA/ English version - 2016 157 169 https://revistas.eia.edu.co/index.php/Reveiaenglish/article/download/1053/955 info:eu-repo/semantics/article http://purl.org/coar/resource_type/c_6501 http://purl.org/redcol/resource_type/ARTREF info:eu-repo/semantics/publishedVersion http://purl.org/coar/version/c_970fb48d4fbd8a85 info:eu-repo/semantics/openAccess http://purl.org/coar/access_right/c_abf2 Text Publication |
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UNIVERSIDAD EIA |
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https://nuevo.metarevistas.org/UNIVERSIDADEIA/logo.png |
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Colombia |
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Revista EIA / English version |
| title |
APPLICATION OF KOHONEN MAPS FOR THE PRIORITIZATION OF MARKET AREAS: A PRACTICAL APPROACH |
| spellingShingle |
APPLICATION OF KOHONEN MAPS FOR THE PRIORITIZATION OF MARKET AREAS: A PRACTICAL APPROACH Gámez Albán, Harol Mauricio Orejuela Cabrera, Juan Pablo Salas Achipiz, Oscar Ancizar Bravo Bastidas, Juan José Neural networks Kohonen maps Market areas Logistic Marketing |
| title_short |
APPLICATION OF KOHONEN MAPS FOR THE PRIORITIZATION OF MARKET AREAS: A PRACTICAL APPROACH |
| title_full |
APPLICATION OF KOHONEN MAPS FOR THE PRIORITIZATION OF MARKET AREAS: A PRACTICAL APPROACH |
| title_fullStr |
APPLICATION OF KOHONEN MAPS FOR THE PRIORITIZATION OF MARKET AREAS: A PRACTICAL APPROACH |
| title_full_unstemmed |
APPLICATION OF KOHONEN MAPS FOR THE PRIORITIZATION OF MARKET AREAS: A PRACTICAL APPROACH |
| title_sort |
application of kohonen maps for the prioritization of market areas: a practical approach |
| description |
This paper introduces a methodology based on neural networks to prioritize some market areas with a business approach. In this research, we try to resolve the uncertainty that exists in most organizations around the priority of a market area by conducting a search of the most relevant criteria businesses consider in order to assign priorities to certain clients. The problem is sustained by a lack of tools to estimate the priority of a market area and by the lack of an effective interface between logistics and marketing departments. To address this situation, we used Kohonen maps, a type of neural network that facilitates customer grouping and makes it possible to determine which of them most frequently impact the previously established priority criteria. Finally, three scenarios are proposed to validate the proposal made and see what behavior the neural networks have in terms of prioritizing marketing areas.
|
| author |
Gámez Albán, Harol Mauricio Orejuela Cabrera, Juan Pablo Salas Achipiz, Oscar Ancizar Bravo Bastidas, Juan José |
| author_facet |
Gámez Albán, Harol Mauricio Orejuela Cabrera, Juan Pablo Salas Achipiz, Oscar Ancizar Bravo Bastidas, Juan José |
| topicspa_str_mv |
Neural networks Kohonen maps Market areas Logistic Marketing |
| topic |
Neural networks Kohonen maps Market areas Logistic Marketing |
| topic_facet |
Neural networks Kohonen maps Market areas Logistic Marketing |
| citationvolume |
13 |
| citationissue |
25 |
| publisher |
Revista EIA / English version |
| ispartofjournal |
Revista EIA / English version |
| source |
https://revistas.eia.edu.co/index.php/Reveiaenglish/article/view/1053 |
| language |
spa |
| format |
Article |
| rights |
https://creativecommons.org/licenses/by-nc-sa/4.0/ Revista EIA/ English version - 2016 info:eu-repo/semantics/openAccess http://purl.org/coar/access_right/c_abf2 |
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info:eu-repo/semantics/article |
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http://purl.org/coar/resource_type/c_6501 |
| type_version |
info:eu-repo/semantics/publishedVersion |
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http://purl.org/coar/version/c_970fb48d4fbd8a85 |
| type_content |
Text |
| publishDate |
2016-10-25 |
| date_accessioned |
2016-10-25 00:00:00 |
| date_available |
2016-10-25 00:00:00 |
| url |
https://revistas.eia.edu.co/index.php/Reveiaenglish/article/view/1053 |
| url_doi |
https://revistas.eia.edu.co/index.php/Reveiaenglish/article/view/1053 |
| issn |
1794-1237 |
| eissn |
2463-0950 |
| citationstartpage |
157 |
| citationendpage |
169 |
| url2_str_mv |
https://revistas.eia.edu.co/index.php/Reveiaenglish/article/download/1053/955 |
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