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The Components of Marketing Management Support Systems

  • Berend Wierenga
  • Gerrit van Bruggen
Chapter
  • 175 Downloads
Part of the International Series in Quantitative Marketing book series (ISQM, volume 10)

Abstract

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:

Keywords

Tacit Knowledge Central Processing Unit Data Warehouse Analytical Capability Advertising Expenditure 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer Science+Business Media Dordrecht 2000

Authors and Affiliations

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

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