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Marketing Management Support Systems - Principles, Tools, and Implementation (Paperback, Softcover reprint of the original 1st ed. 2000)
Loot Price: R3,024
Discovery Miles 30 240
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Marketing Management Support Systems - Principles, Tools, and Implementation (Paperback, Softcover reprint of the original 1st ed. 2000)
Series: International Series in Quantitative Marketing, 10
Expected to ship within 10 - 15 working days
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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?
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