Marketing Management Support Systems

Name: Marketing Management Support Systems
Brand: Springer
SKU: 9780792386155
Price: 551.47 RON
Availability: InStock

Principles, Tools, and Implementation

Autor: Berend Wierenga, Gerrit van Bruggen

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Legare: Copertă tare

Editura: Springer

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Marketing management support systems are designed to make marketing managers more effective decision...

Informații despre carte

Autor

Berend Wierenga, Gerrit van Bruggen

Limbă

engleză

Legare

Carte - Copertă tare

Publicat

2000

Pagini

341

EAN

9780792386155

ISBN

0792386159

Enbook ID

01397721

Editura

Springer

Greutate

1500

Dimensiuni

155 x 235 x 24

Descriere completă

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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Marketing Management Support Systems

Principles, Tools, and Implementation

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