Marketing Management Support Systems

Principles, Tools, and Implementation

AvBerend Wierenga,Gerrit van Bruggen

Inbunden, Engelska, 2000

Del i serien International Series in Quantitative Marketing

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Beskrivning

Marketing management support systems are designed to make marketing managers more effective decision makers in this electronic era. Developments in information technology have caused a marketing data explosion, but have also provided a powerful set of tools that can transform this data into applicable marketing knowledge. Consequently, companies are making major investments in such marketing decision aids. This book is the first comprehensive, systematic textbook on marketing management support systems. The basic issue is the question of how to determine the most effective type of support for a given marketing decision maker in a particular decision situation. The book takes a demand-oriented approach. Decision aids for marketing managers can only be effective if they match with the thinking and reasoning process of the decision makers who use them. Consequently, the important questions addressed in this book are: how do marketing managers make decisions; how can marketing management support systems help to overcome several (cognitive) limitations of human decision makers; and what is the most appropriate type of management support system for assisting the problem-solving methods employed by a marketing decision-maker?

Produktinformation

Utgivningsdatum:2000-04-30
Mått:155 x 235 x 24 mm
Vikt:705 g
Format:Inbunden
Språk:Engelska
Serie:International Series in Quantitative Marketing
Antal sidor:341
Upplaga:2000
Förlag:Kluwer Academic Publishers
ISBN:9780792386155

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Recensioner i media

'... what they [the authors] have produced is considerable indeed. The book provides a compelling framework and a scholarly yet readable tratment of the entire domain of MMSS from demand, supply, and implementation perspectives. As such, this book belongs on the shelf of marketing academics who are interested in how marketing data and marketing knowledge can and should be used to affect practice and of practitioners who are interested in building and implementing MMSSs that succeed.' Journal of Marketing Research, XXXVIII

Innehållsförteckning

I The Demand Side of Marketing Management Support Systems.- 1. Introduction.- 2. Marketing Decision Making: A Classification of Marketing Problem-Solving Modes.- II The Supply Side of Marketing Management Support Systems.- 3. The Components of Marketing Management Support Systems.- 4. Data-Driven Marketing Management Support Systems.- 5. Knowledge-Driven Marketing Management Support Systems I: Artificial Intelligence, Knowledge Representation, and Expert Systems.- 6. Knowledge-Driven Marketing Management Support Systems II: Case-Based Reasoning, Neural Networks, and Creativity Support Systems.- III Matching the Demand and Supply Sides of Marketing Management Support Systems.- 7. Integrating Frameworks.- 8. Brandframe: A Marketing Management Support System for the Brand Manager.- IV Perspectives on Marketing Management Support Systems.- 9. Factors That Determine the Success of Marketing Management Support Systems.- 10. The Future of Marketing Management Support Systems.- References.- Author index.