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

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

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Revista

Revista EIA / English version

ISSN

1794-1237

EISSN

2463-0950

Autores

Gámez Albán, Harol Mauricio

Orejuela Cabrera, Juan Pablo

Salas Achipiz, Oscar Ancizar

Bravo Bastidas, Juan José

Editor

UNIVERSIDAD EIA

Volumen

Año de publicación

2016-10-25

Pagina inicial

157

Pagina final

169

Pais

Palabras claves

Licencia

http://purl.org/coar/access_right/c_abf2

info:eu-repo/semantics/openAccess

Revista EIA/ English version - 2016

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spelling	APPLICATION OF KOHONEN MAPS FOR THE PRIORITIZATION OF MARKET AREAS: A PRACTICAL APPROACH application/pdf Text http://purl.org/coar/access_right/c_abf2 info:eu-repo/semantics/openAccess http://purl.org/coar/version/c_970fb48d4fbd8a85 info:eu-repo/semantics/publishedVersion http://purl.org/redcol/resource_type/ARTREF http://purl.org/coar/resource_type/c_6501 info:eu-repo/semantics/article Revista EIA/ English version - 2016 https://creativecommons.org/licenses/by-nc-sa/4.0/ Español https://revistas.eia.edu.co/index.php/Reveiaenglish/article/view/1053 APPLICATION OF KOHONEN MAPS FOR THE PRIORITIZATION OF MARKET AREAS: A PRACTICAL APPROACH Publication Logistic Marketing 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. Artículo de revista Neural networks Kohonen maps Market areas Gámez Albán, Harol Mauricio Orejuela Cabrera, Juan Pablo Salas Achipiz, Oscar Ancizar Bravo Bastidas, Juan José Revista EIA / English version 25 13 Revista EIA / English version Journal article 2016-10-25 00:00:00 157 169 https://revistas.eia.edu.co/index.php/Reveiaenglish/article/download/1053/955 https://revistas.eia.edu.co/index.php/Reveiaenglish/article/view/1053 2463-0950 1794-1237 2016-10-25 2016-10-25 00:00:00
institution	UNIVERSIDAD EIA
thumbnail	https://nuevo.metarevistas.org/UNIVERSIDADEIA/logo.png
country_str	Colombia
collection	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 Logistic Marketing Neural networks Kohonen maps Market areas
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	Logistic Marketing Neural networks Kohonen maps Market areas
topic	Logistic Marketing Neural networks Kohonen maps Market areas
topic_facet	Logistic Marketing Neural networks Kohonen maps Market areas
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	Español
format	Article
rights	http://purl.org/coar/access_right/c_abf2 info:eu-repo/semantics/openAccess Revista EIA/ English version - 2016 https://creativecommons.org/licenses/by-nc-sa/4.0/
type_driver	info:eu-repo/semantics/article
type_coar	http://purl.org/coar/resource_type/c_6501
type_version	info:eu-repo/semantics/publishedVersion
type_coarversion	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
url3_str_mv	https://revistas.eia.edu.co/index.php/Reveiaenglish/article/download/1053/955
_version_	1797158919304380416

APPLICATION OF KOHONEN MAPS FOR THE PRIORITIZATION OF MARKET AREAS: A PRACTICAL APPROACH

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