Market segmentation and profiling using Artificial Neural Networks

An increasing number of applications of Artificial Neural Networks (ANN) in the field of Management Science demonstrates the growing relevance of modeling techniques summarized under this headline. This situation is also reflected in marketing where several papers published within the last few years have focused on ANN. To evaluate its potentials for market segmentation and consumer profiling a comparison of different approaches including connectionistic and traditional models will be performed by several independent experiments for a typical set of marketing data.