Wierenga / van Bruggen Marketing Management Support Systems

Principles, Tools, and Implementation
Erscheinungsjahr 2012
ISBN: 978-1-4615-4595-8
Verlag: Springer US
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, Band 10, 341 Seiten, eBook

Reihe: International Series in Quantitative Marketing

Marketing management support systems are designed to make marketing managers more effective decision makers in this electronic era. Developments in information technology have caused a marketing data explosion, but have also provided a powerful set of tools that can transform this data into applicable marketing knowledge. Consequently, companies are making major investments in such marketing decision aids. This book is the first comprehensive, systematic textbook on marketing management support systems. The basic issue is the question of how to determine the most effective type of support for a given marketing decision maker in a particular decision situation. The book takes a demand-oriented approach. Decision aids for marketing managers can only be effective if they match with the thinking and reasoning process of the decision makers who use them. Consequently, the important questions addressed in this book are: how do marketing managers make decisions; how can marketing management support systems help to overcome several (cognitive) limitations of human decision makers; and what is the most appropriate type of management support system for assisting the problem-solving methods employed by a marketing decision-maker?

Zielgruppe

Research

Autoren/Hrsg.

Wierenga, Berend

van Bruggen, Gerrit

Inhaltsverzeichnis

I The Demand Side of Marketing Management Support Systems.- 1. Introduction.- 2. Marketing Decision Making: A Classification of Marketing Problem-Solving Modes.- II The Supply Side of Marketing Management Support Systems.- 3. The Components of Marketing Management Support Systems.- 4. Data-Driven Marketing Management Support Systems.- 5. Knowledge-Driven Marketing Management Support Systems I: Artificial Intelligence, Knowledge Representation, and Expert Systems.- 6. Knowledge-Driven Marketing Management Support Systems II: Case-Based Reasoning, Neural Networks, and Creativity Support Systems.- III Matching the Demand and Supply Sides of Marketing Management Support Systems.- 7. Integrating Frameworks.- 8. Brandframe: A Marketing Management Support System for the Brand Manager.- IV Perspectives on Marketing Management Support Systems.- 9. Factors That Determine the Success of Marketing Management Support Systems.- 10. The Future of Marketing Management Support Systems.- References.- Author index.