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Factors That Determine the Success of Marketing Management Support Systems

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

Abstract

The fourth and last part of this book focuses on how to increase the success of marketing management support systems in companies, in terms of both their adoption and implementation and their contribution to more effective and efficient decision making. In the present chapter we develop a framework of the factors that determine the success of MMSS. In the next chapter we discuss the developments in marketing and in the environment of marketing that are relevant for MMSS in the future.

Keywords

Decision Support Information System Cognitive Style Market Orientation User Involvement 
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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