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Table of contents (10 chapters)
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Front Matter
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The Demand Side of Marketing Management Support Systems
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Front Matter
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The Supply Side of Marketing Management Support Systems
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Front Matter
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Matching the Demand and Supply Sides of Marketing Management Support Systems
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Front Matter
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Perspectives on Marketing Management Support Systems
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Front Matter
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Back Matter
About this book
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?
Reviews
Journal of Marketing Research, XXXVIII
Authors and Affiliations
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Erasmus University, The Netherlands
Berend Wierenga, Gerrit Bruggen
Bibliographic Information
Book Title: Marketing Management Support Systems
Book Subtitle: Principles, Tools, and Implementation
Authors: Berend Wierenga, Gerrit Bruggen
Series Title: International Series in Quantitative Marketing
DOI: https://doi.org/10.1007/978-1-4615-4595-8
Publisher: Springer New York, NY
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eBook Packages: Springer Book Archive
Copyright Information: Springer Science+Business Media Dordrecht 2000
Hardcover ISBN: 978-0-7923-8615-5Published: 30 April 2000
Softcover ISBN: 978-1-4613-7076-5Published: 12 October 2012
eBook ISBN: 978-1-4615-4595-8Published: 06 December 2012
Series ISSN: 0923-6716
Series E-ISSN: 2199-1057
Edition Number: 1
Number of Pages: XIV, 341
Topics: Marketing, IT in Business, Data Structures and Information Theory