Front cover image for Marketing management support systems : principles, tools, and implementation

Marketing management support systems : principles, tools, and implementation

Marketing management support systems are designed to make marketing managers more effective decision makers in this electronic era. 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.
eBook, English, ©2000
Kluwer Academic, Boston, ©2000
1 online resource
9780792386155, 0792386159
1012434848
Preface. Part I: The Demand Side of Marketing Management Support Systems. 1. Introduction. 2. Marketing Decision Making: A Classification of Marketing Problem-Solving Modes. Part II: The Supply Side of Marketing Management Support Systems. 3. The Components of Marketing Management Support Systems. 4. Data-Driven Marketing Management Support Systems. 5. Knowledge-Driven Marketing Management Support Systems I: Artificial Intelligence, Knowledge Representation, and Expert Systems. 6. Knowledge-Driven Marketing Management Support Systems II: Case-Based Reasoning, Neural Networks, and Creativity Support Systems. Part III: Matching the Demand and Supply Slides of Marketing Management Support Systems. 7. Integrating Frameworks. 8. BRANDFRAME: A Marketing Management Support System for the Brand Manager. Part IV: Perspectives on Marketing Management Support Systems. 9. Factors That Determine the Success of Marketing Management Support Systems. 10. The Future of Marketing Management Support Systems. References. Subject index. Authors index.
gateway.library.qut.edu.au Full text available from Springer Nature Book Archives Millennium (2000-2004)