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 prio... Ver más
1794-1237
2463-0950
13
2016-10-25
157
169
http://purl.org/coar/access_right/c_abf2
info:eu-repo/semantics/openAccess
Revista EIA/ English version - 2016
