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Marketing Decision Making and Decision Support

2010 Business & Economics
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Release : 2010
Genre : Business & Economics
Kind : eBook
Book Rating : 689/5 ( reviews)

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Book Synopsis Marketing Decision Making and Decision Support by : Gerrit H. van Bruggen

Download or read book Marketing Decision Making and Decision Support written by Gerrit H. van Bruggen. This book was released on 2010. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Marketing Decision Making and Decision Support

2010 BUSINESS & ECONOMICS
Download Marketing Decision Making and Decision Support PDF Online Free

Author :
Release : 2010
Genre : BUSINESS & ECONOMICS
Kind : eBook
Book Rating : 695/5 ( reviews)

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Book Synopsis Marketing Decision Making and Decision Support by : Gerrit Harm van Bruggen

Download or read book Marketing Decision Making and Decision Support written by Gerrit Harm van Bruggen. This book was released on 2010. Available in PDF, EPUB and Kindle. Book excerpt: 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 variables and the outcomes of marketing actions are subject to major uncertainties. Given the complexities of the market place, marketing management support systems are useful tools to help the marketing decision makers carry out their jobs. Marketing management support systems can only be effective when they are optimally geared towards their users. We, therefore, deal with decision making in marketing (which generates the need for marketing management support systems). We discuss how marketing decisions are made, how they should be made, and the relative roles of analytical versus intuitive cognitive processes in marketing decision-making. We also discuss the match between marketing problem-solving modes and the various types of marketing management support systems. Finally we discuss how the impact of MMSS can be improved. This is important, given the current under-utilization of MMSS in practice. We discuss the conditions for the successful implementation and effective use of marketing management support systems. The issue ends with a discussion of the opportunities and challenges for marketing management support systems as we foresee them.

The Handbook of Marketing Research

2006-06-23 Business & Economics
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Release : 2006-06-23
Genre : Business & Economics
Kind : eBook
Book Rating : 97X/5 ( reviews)

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Book Synopsis The Handbook of Marketing Research by : Rajiv Grover

Download or read book The Handbook of Marketing Research written by Rajiv Grover. This book was released on 2006-06-23. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.

Intelligent Support Systems for Marketing Decisions

2012-12-06 Business & Economics
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Release : 2012-12-06
Genre : Business & Economics
Kind : eBook
Book Rating : 47X/5 ( reviews)

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Book Synopsis Intelligent Support Systems for Marketing Decisions by : Nikolaos F. Matsatsinis

Download or read book Intelligent Support Systems for Marketing Decisions written by Nikolaos F. Matsatsinis. This book was released on 2012-12-06. Available in PDF, EPUB and Kindle. Book excerpt: Intelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these methodologies in making strategic marketing decisions. Part I discusses the basic concepts of multicriteria analysis vis-à-vis marketing decisions and in new product development situations. Part II presents basic concepts from the fields of Information Systems, Decision Support Systems, and Intelligent Decision Support Methods. In addition, specialized categories of DSS (multicriteria DSS, web-based DSS, group DSS, spatial DSS) are discussed in terms of their key features and current use in marketing applications. Part III presents IDSS and a multicriteria methodology for new product development. Further chapters present a developmental strategy for analyzing, designing, and implementing an Intelligent Marketing Decision Support System. The implementation discussion is illustrated with a real-world example of the methods and system in use.

Marketing Management Support Systems

2012-12-06 Business & Economics
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Release : 2012-12-06
Genre : Business & Economics
Kind : eBook
Book Rating : 951/5 ( reviews)

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Book Synopsis Marketing Management Support Systems by : Berend Wierenga

Download or read book Marketing Management Support Systems written by Berend Wierenga. This book was released on 2012-12-06. Available in PDF, EPUB and Kindle. Book excerpt: 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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