Building expert systems from the selling scripts of multiple experts.
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."
Ainscough, T.L., DeCarlo, T.E. & Leigh, T. W. (1996). Building expert systems from the selling scripts of multiple experts. Journal of Services Marketing, 10(4), 23-40.
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