The Future of Marketing Management Support Systems
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So far in this book we have described the state of the art of marketing management decision making, marketing management support systems, and their constituent components. We have argued that the demand side, that is, the decision situation, determines the requirements for marketing management support, and we have discussed the various types of data-driven and knowledge-driven MMSS that represent the current supply of decision aids. The fields of marketing management and marketing management support systems are not static, however. Both the decision situation of the marketer and the marketing environment itself are rapidly changing. One can be sure that ten years from now the state of the art of marketing science will be very different from what it is today. This implies that the requirements for MMSS will also change. At the same time, developments on the supply side are constantly offering new possibilities for MMSS. In this final chapter we reflect on these developments and their implications for marketing management support systems in the future. We also develop an agenda for further research into MMSS.
KeywordsDecision Maker Electronic Commerce Decision Situation Marketing Management Marketing Decision
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- 1.Several of these issues were discussed in Wierenga, Van Bruggen, and Staelin (1999).Google Scholar