The Components of Marketing Management Support Systems
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Part II of this book is devoted to the technologies and tools that can assist decision makers in their problem-solving activities. This is the supply side of marketing management support systems. In Chapters 4, 5, and 6 we discuss the actual tools of MMSS, but first, in the present chapter we discuss the components of MMSS that underlie these different tools. In Chapter 1 a marketing management support system was defined in terms of its components as follows:
KeywordsTacit Knowledge Central Processing Unit Data Warehouse Analytical Capability Advertising Expenditure
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