Marketing Management Support Systems: Principles, Tools, and ImplementationSpringer Science & Business Media, 2012. gada 6. dec. - 341 lappuses 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? |
Saturs
12 | |
14 | |
The Components of Marketing Management Support Systems | 43 |
DataDriven Marketing Management Support Systems | 81 |
KnowledgeDriven Marketing Management Support Systems | 119 |
KnowledgeDriven Marketing Management Support Systems | 165 |
A Marketing Management Support System | 231 |
Factors That Determine the Success of Marketing Management | 265 |
The Future of Marketing Management Support Systems 281 | 280 |
References | 303 |
Subject index | 325 |
Author index | 335 |
Citi izdevumi - Skatīt visu
Marketing Management Support Systems: Principles, Tools, and Implementation Berend Wierenga,Gerrit Harm van Bruggen Ierobežota priekšskatīšana - 2000 |
Marketing Management Support Systems: Principles, Tools, and Implementation Berend Wierenga,Gerrit van Bruggen Priekšskatījums nav pieejams - 2012 |
Bieži izmantoti vārdi un frāzes
A.C. Nielsen ADCAD advertising analogizing analysis analytical capabilities applications approach artificial intelligence brand manager BRANDFRAME CALLPLAN case-based reasoning systems Chapter competitors components concept consumer creativity support systems customers data-driven database decision support systems described determine developed discussed Eliashberg example Figure FMCG heuristic human implementation important information technology input Jenever knowledge base knowledge representation knowledge-based systems Kotler learning Lilien Lodish management support systems market research market share marketing data marketing decision maker marketing decision support marketing expert systems marketing information systems marketing knowledge marketing knowledge-based system marketing management support marketing models marketing problem-solving modes marketing problems marketing science mental model MKIS MMSS MPSM neural networks objective operations optimizing mode output parameter performance predict product manager programs reasoning mode relationships relevant rule-based rules sales promotion solution solving sources specific structured success systems in marketing techniques type of marketing values variables Wierenga Yalac