مقاله سال ۲۰۱۷

is an appropriate instrument for modelling systems in a marketing company. The proposed system can then be much easier to analyze and understand its development. The created system model can be expanded any time by adding more terms (joints) and their dependencies (edges) [1]. An opposite process may be used too, where the joints and edges will be subtracted if they are no more necessary in the given system or if we just want to test how it would act without it. Therefore, we do not need to start from the beginning [2].

The cognitive map can be perceived as a system with a base of marketing instruments. Individual joints (terms) represent an expected part of a marketing instrument and their activation value represents the rate of fulfilled assumption. The edges between joints thus connect the expected and concluding part, creating a marketing instrument. The values of these connections can be perceived as a marketing instrument credibility [3].