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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?
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?
The Rise of Mobile Marketing: A Decade of Research in Review is
structured around the pillars and the interactions identified
within computer-mediated environments: consumer-to-firm,
firm-to-consumer, consumer-to-consumer, and firm-to-firm. Mobile
marketing papers are broadly classified under three main themes:
(1) the transformation of consumer behavior enabled by the mobile
shift in consumers' daily routines; (2) the mobile transformation
of existing, and the emergence of new, businesses enabled by mobile
platforms; and (3) the interaction and integration of the mobile
channel with other channels. Section 2 outlines the approach in
identifying the research papers that form the basis of this review
and provides an overview of the evolution of mobile marketing
research over the decade. Section 3 focuses on how mobile
technology transforms consumers and their behavior, along with
their interactions with other consumers. Section 4 outlines the
transformation of traditional businesses and the emergence of new
ones. Section 5 delves into how businesses interact with consumers,
including the interaction of the mobile channel with traditional
channel. Section 6 shows how consumers interact with businesses on
the reverse side. The 'business-to-consumer interaction' in this
monograph is structured around the 4P's of marketing within the
mobile marketing mix. Specifically, mobile apps as stand-alone
products and their pricing strategies are discussed in a separate
Mobile Apps section. Attention turns to the mobile channel,
reviewing the literature on a firm's decision to add the mobile
channel to its mix of distribution channels, its integration with
existing channels, and its impact on business outcomes. The authors
conclude our review of how mobile reshapes business-to-consumer
interactions with a discussion on the attitudes towards and the
effect of mobile advertising, and the effectiveness of mobile
promotions, placing special emphasis on location-based targeting.
Last, we discuss the novel uses of mobile data (Section 7) and
present avenues for future research (Section 8).
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