Skip to main content
SpringerLink
Log in
Book cover

Marketing Management Support Systems

Principles, Tools, and Implementation

  • Book
  • © 2000

Overview

Authors:
  1. Berend Wierenga

    1. Erasmus University, The Netherlands

    View author publications

    You can also search for this author in PubMed   Google Scholar

  2. Gerrit Bruggen

    1. Erasmus University, The Netherlands

    View author publications

    You can also search for this author in PubMed   Google Scholar

Part of the book series: International Series in Quantitative Marketing (ISQM, volume 10)

This is a preview of subscription content, log in via an institution to check access.

Access this book

Log in via an institution
eBook USD 84.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

Licence this eBook for your library

Institutional subscriptions

Table of contents (10 chapters)

  1. Front Matter

    Pages i-xiv
    Download chapter PDF

  2. The Demand Side of Marketing Management Support Systems

    1. Front Matter

      Pages 1-1
      Download chapter PDF

    2. Introduction

      • Berend Wierenga, Gerrit van Bruggen
      Pages 3-13

    3. Marketing Decision Making: A Classification of Marketing Problem-Solving Modes

      • Berend Wierenga, Gerrit van Bruggen
      Pages 15-40

  3. The Supply Side of Marketing Management Support Systems

    1. Front Matter

      Pages 41-41
      Download chapter PDF

    2. The Components of Marketing Management Support Systems

      • Berend Wierenga, Gerrit van Bruggen
      Pages 43-80

    3. Data-Driven Marketing Management Support Systems

      • Berend Wierenga, Gerrit van Bruggen
      Pages 81-118

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

      • Berend Wierenga, Gerrit van Bruggen
      Pages 119-164

    5. Knowledge-Driven Marketing Management Support Systems II: Case-Based Reasoning, Neural Networks, and Creativity Support Systems

      • Berend Wierenga, Gerrit van Bruggen
      Pages 165-208

  4. Matching the Demand and Supply Sides of Marketing Management Support Systems

    1. Front Matter

      Pages 209-209
      Download chapter PDF

    2. Integrating Framework

      • Berend Wierenga, Gerrit van Bruggen
      Pages 211-230

    3. BRANDFRAME: A Marketing Management Support System for the Brand Manager

      • Berend Wierenga, Arco Dalebout, Soumitra Dutta
      Pages 231-262

  5. Perspectives on Marketing Management Support Systems

    1. Front Matter

      Pages 263-263
      Download chapter PDF

    2. Factors That Determine the Success of Marketing Management Support Systems

      • Berend Wierenga, Gerrit van Bruggen
      Pages 265-279

    3. The Future of Marketing Management Support Systems

      • Berend Wierenga, Gerrit van Bruggen
      Pages 281-302

  6. Back Matter

    Pages 303-341
    Download chapter PDF
Back to top

Keywords

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

Authors and Affiliations

  • 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

  • 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

Publish with us

Policies and ethics

Back to top

Search

Navigation