Integrating Framework

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


To be effective, marketing management support systems should match the requirements of the marketing decision situation. In Chapter 2 we discussed the demand side of MMSS and developed a classification of marketing problem-solving modes, the ORAC model. In Chapters 4, 5, and 6 we dealt with the supply side of marketing management support, that is, data-driven and knowledge-driven MMSS. This chapter is concerned with the match between the demand side and the supply side. We take the ORAC model as our starting point for determining the most appropriate marketing management support system to use in a given decision situation.


Decision Maker Decision Situation Marketing Decision Reasoning Mode Marketing Problem 
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  1. 1.
    For the different systems we use the abbreviations introduced earlier: MM = Marketing Models, MES = Marketing Expert Systems, MKIS = Marketing Information Systems, MDSS = Marketing Decision Support Systems, MNN = Marketing Neural Networks, MKBS = Marketing Knowledge-Based Systems, MCBR = Marketing Case-Based Reasoning Systems, and MCSS = Marketing Creativity Support Systems.Google Scholar

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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