Building expert systems from the selling scripts of multiple experts.

SelectedWorks Author Profiles:

Thomas L. Ainscough

Document Type


Publication Date


Date Issued

January 1996

Date Available

December 2011


Excerpt: "The purpose of this paper, therefore, is to present a knowledge acquisition and expert system methodology which relies on the cognitive scripts and if-then contingency rules of multiple experts to develop a flexible, yet systematic, expert system prototype for the selling process. We begin by discussing the origins of expert systems with particular emphasis on sales and sales-related applications. Next, we describe an expert system prototype developed using the data-driven methodology (Rangaswamy et al., 1989). Finally, we discuss the managerial implications of the methodology, the expert system prototype and expert systems in general in the context of the sales performance literature."


Abstract only. Full-text article is available only through licensed access provided by the publisher. Published in Journal of Services Marketing, 10(4), 23-40. doi: 10.1108/08876049610124563 Members of the USF System may access the full-text of the article through the authenticated link provided.





Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.