Marketing Management Support Systems

Principles, Tools, and Implementation

  • Berend Wierenga
  • Gerrit van Bruggen

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

Table of contents

  1. Front Matter
    Pages i-xiv
  2. The Demand Side of Marketing Management Support Systems

    1. Front Matter
      Pages 1-1
    2. Berend Wierenga, Gerrit van Bruggen
      Pages 3-13
  3. The Supply Side of Marketing Management Support Systems

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

    1. Front Matter
      Pages 209-209
    2. Berend Wierenga, Gerrit van Bruggen
      Pages 211-230
    3. Berend Wierenga, Arco Dalebout, Soumitra Dutta
      Pages 231-262
  5. Perspectives on Marketing Management Support Systems

    1. Front Matter
      Pages 263-263
    2. Berend Wierenga, Gerrit van Bruggen
      Pages 265-279
    3. Berend Wierenga, Gerrit van Bruggen
      Pages 281-302
  6. Back Matter
    Pages 303-341

About this book

Introduction

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?

Keywords

Brand Import Information Technology (IT) artificial intelligence case-based reasoning classification expert system information linear optimization marketing networks neural networks

Authors and affiliations

  • Berend Wierenga
    • 1
  • Gerrit van Bruggen
    • 1
  1. 1.Erasmus UniversityThe Netherlands

Bibliographic information

  • DOI https://doi.org/10.1007/978-1-4615-4595-8
  • Copyright Information Kluwer Academic Publishers 2000
  • Publisher Name Springer, Boston, MA
  • eBook Packages Springer Book Archive
  • Print ISBN 978-1-4613-7076-5
  • Online ISBN 978-1-4615-4595-8
  • Series Print ISSN 0923-6716
  • About this book