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? |
From inside the book
Results 1-5 of 84
Page ii
... MARKETING Series Editor : Jehoshua Eliashberg The Wharton School University of Pennsylvania Philadelphia , Pennsylvania USA Other books in ... Market Share Analysis MARKETING MANAGEMENT SUPPORT SYSTEMS Principles , Tools , and Implementation.
... MARKETING Series Editor : Jehoshua Eliashberg The Wharton School University of Pennsylvania Philadelphia , Pennsylvania USA Other books in ... Market Share Analysis MARKETING MANAGEMENT SUPPORT SYSTEMS Principles , Tools , and Implementation.
Page xiii
... marketing models , marketing data analysis methods , knowledge - based technologies for marketing , and so on . We hope that this book will stimulate creativity in developing new , effective marketing management support systems and in ...
... marketing models , marketing data analysis methods , knowledge - based technologies for marketing , and so on . We hope that this book will stimulate creativity in developing new , effective marketing management support systems and in ...
Page 3
... support systems . To become acquainted with the approach to marketing management support systems taken in this book . 1.1 Marketing Decision Making Marketing decision makers are responsible for the design and execution of marketing ...
... support systems . To become acquainted with the approach to marketing management support systems taken in this book . 1.1 Marketing Decision Making Marketing decision makers are responsible for the design and execution of marketing ...
Page 4
... marketing decision makers deal with the complexities and dynamics of the environments they are operating in , and ( 2 ) how can they be supported to become more effective ? Marketing managers ' are exposed to a constant stream of ...
... marketing decision makers deal with the complexities and dynamics of the environments they are operating in , and ( 2 ) how can they be supported to become more effective ? Marketing managers ' are exposed to a constant stream of ...
Page 5
... marketing models , marketing information systems , marketing decision support systems , marketing expert systems , and so on . We use the term marketing management support systems ( MMSS ) to refer to the whole set of tools that marketers ...
... marketing models , marketing information systems , marketing decision support systems , marketing expert systems , and so on . We use the term marketing management support systems ( MMSS ) to refer to the whole set of tools that marketers ...
Contents
12 | |
14 | |
The Components of Marketing Management Support Systems | 43 |
DataDriven Marketing Management Support Systems | 81 |
KnowledgeDriven Marketing Management Support Systems | 119 |
KnowledgeDriven Marketing Management Support Systems | 165 |
A Marketing Management Support System | 231 |
Factors That Determine the Success of Marketing Management | 265 |
The Future of Marketing Management Support Systems 281 | 280 |
References | 303 |
Subject index | 325 |
Author index | 335 |
Other editions - View all
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 competitors components concept consumer creativity support systems customers data-driven database decision support systems described determine developed discussed Eliashberg example Figure FMCG heuristic human implementation important information technology input Jenever knowledge base knowledge representation knowledge-based systems Kotler learning Lilien Lodish management support systems market research 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 marketing science mental model MKIS MMSS MPSM neural networks objective operations optimizing mode output parameter performance predict product manager programs reasoning mode relationships relevant rule-based rules sales promotion solution solving sources specific structured success systems in marketing techniques type of marketing values variables Wierenga Yalac