Marketing Management Support Systems: Principles, Tools, and ImplementationMarketing 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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Page viii
... Decision Situation to Marketing Management Support System : An Integrating Framework 217 7.3.1 The Complete Mapping 218 7.3.2 Marketing Management Support Recommender 219 7.3.3 Issues in Choosing the Type of Marketing Management Support ...
... Decision Situation to Marketing Management Support System : An Integrating Framework 217 7.3.1 The Complete Mapping 218 7.3.2 Marketing Management Support Recommender 219 7.3.3 Issues in Choosing the Type of Marketing Management Support ...
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Contents
Introduction | 3 |
PART III | 12 |
A Classification of Marketing | 15 |
3 | 21 |
4 | 33 |
PART II | 41 |
3 | 57 |
5 | 68 |
A Marketing Management Support System | 231 |
35 | 254 |
Factors That Determine the Success of Marketing Management | 265 |
The Future of Marketing Management Support Systems | 281 |
303 | |
311 | |
325 | |
326 | |
Marketing Information Systems | 91 |
KnowledgeDriven Marketing Management Support Systems | 119 |
KnowledgeDriven Marketing Management Support Systems | 165 |
Integrating Frameworks | 211 |
335 | |
336 | |
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Common terms and phrases
A.C. Nielsen ADCAD advertising analogizing analysis analytical capabilities applications approach artificial intelligence brand manager BRANDFRAME CALLPLAN case-based reasoning systems Chapter cognitive competitors components concept confidence factor consumer creativity support systems customers data-driven database decision support systems described developed discussed Eliashberg example Figure FMCG heuristic human implementation important inference engine information technology input Jenever knowledge base knowledge representation knowledge-based systems Kotler learning Lilien Lodish management support systems market share marketing data marketing decision maker marketing decision support marketing expert systems marketing information systems marketing knowledge marketing knowledge-based system marketing management support marketing models marketing problem-solving modes marketing problems mental model methods MKIS MMSS MPSM neuron operations optimizing mode output parameter performance predict private label product manager recommendations relationships retail retrieval rule-based rules sales promotion solution solving sources specific stored structure systems in marketing techniques type of marketing values variables Wierenga Yalac
Popular passages
Page 306 - N., & DICKSON, G. An experimental evaluation of information overload in a production environment.
Page 309 - Moving up the information food chain: Deploying softbots on the World Wide Web.
Page 310 - Sawhney. 1999. Modeling the evolution of markets with indirect network externalities: An application to digital television.
Page 306 - An Experimental Gaming Framework for Investigating the Influence of Management Information Systems on Decision Effectiveness," Management Information Systems Research Center, Working Paper 71-12, University of Minnesota, 1971.