International Series in Quantitative Marketing

Marketing Management Support Systems

Principles, Tools, and Implementation

Authors: Wierenga, Berend, van Bruggen, Gerrit

Free Preview

Buy this book

eBook $129.00
price for USA in USD
  • ISBN 978-1-4615-4595-8
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $179.99
price for USA in USD
Softcover $169.99
price for USA in USD
About this book

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?

Reviews

`... 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

Table of contents (10 chapters)

Table of contents (10 chapters)
  • Introduction

    Pages 3-13

    Wierenga, Berend (et al.)

  • Marketing Decision Making: A Classification of Marketing Problem-Solving Modes

    Pages 15-40

    Wierenga, Berend (et al.)

  • The Components of Marketing Management Support Systems

    Pages 43-80

    Wierenga, Berend (et al.)

  • Data-Driven Marketing Management Support Systems

    Pages 81-118

    Wierenga, Berend (et al.)

  • Knowledge-Driven Marketing Management Support Systems I: Artificial Intelligence, Knowledge Representation, and Expert Systems

    Pages 119-164

    Wierenga, Berend (et al.)

Buy this book

eBook $129.00
price for USA in USD
  • ISBN 978-1-4615-4595-8
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $179.99
price for USA in USD
Softcover $169.99
price for USA in USD
Loading...

Recommended for you

Loading...

Bibliographic Information

Bibliographic Information
Book Title
Marketing Management Support Systems
Book Subtitle
Principles, Tools, and Implementation
Authors
Series Title
International Series in Quantitative Marketing
Series Volume
10
Copyright
2000
Publisher
Springer US
Copyright Holder
Springer Science+Business Media Dordrecht
eBook ISBN
978-1-4615-4595-8
DOI
10.1007/978-1-4615-4595-8
Hardcover ISBN
978-0-7923-8615-5
Softcover ISBN
978-1-4613-7076-5
Series ISSN
0923-6716
Edition Number
1
Number of Pages
XIV, 341
Topics