Marketing Management Support Systems: Principles, Tools, and Implementation (International Series in Quantitative Marketing)
- ISBN-13: 9781461370765
- Publisher: Springer
- Release Date: Apr 30, 2000
- Edition: Softcover reprint of the original 1st ed. 2000
- Pages: 341 pages
- Dimensions: 0.82 x 9.25 x 6.1 inches
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?
We Also Recommend