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Marketing decision making and decision support : challenges and perspectives for successful marketing management support systems

Author: Gerrit Harm van Bruggen; B Wierenga
Publisher: Boston : Now, ©2010.
Series: Foundations and trends in marketing, v. 4, no. 4.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Marketing management support systems (MMSS) are computer-enabled devices that help marketers to make better decisions. Marketing processes can be quite complex, involving large numbers of variables and mostly outcomes are the results of the actions of many different stakeholders (e.g., the company itself, its customers, its competitors). Moreover, a large number of interdependencies exist between the relevant  Read more...
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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Gerrit Harm van Bruggen; B Wierenga
ISBN: 9781601983695 1601983697
OCLC Number: 688018393
Description: 1 online resource (pages 209-332) : illustrations (some color).
Contents: 1. Marketing processes, marketing decision makers, and marketing management support systems: introduction to the issue --
The history of marketing management support systems --
Content of this issue.
Series Title: Foundations and trends in marketing, v. 4, no. 4.
Responsibility: by Gerrit H. van Bruggen and Berend Wierenga.

Abstract:

Marketing Decision Making and Decision Support addresses the topic of marketing management support systems (MMSS), which are computer-enabled devices that help marketers to make better decisions.  Read more...

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