Marketing Management Support Systems: Principles, Tools, and Implementation

Front Cover
Springer Science & Business Media, Apr 30, 2000 - Business & Economics - 341 pages
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?
 

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Contents

Introduction
3
PART III
12
A Classification of Marketing
15
PART II
41
DataDriven Marketing Management Support Systems
81
KnowledgeDriven Marketing Management Support Systems
119
KnowledgeDriven Marketing Management Support Systems
165
Integrating Frameworks
211
A Marketing Management Support System
231
Factors That Determine the Success of Marketing Management
265
The Future of Marketing Management Support Systems
281
References
303
Subject index
325
Author index
335
Copyright

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