Factors That Determine the Success of Marketing Management Support Systems
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.
KeywordsDecision Support Information System Cognitive Style Market Orientation User Involvement
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