Marketing management support systems
principles, tools, and implementation
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Contributions
- Bruggen, Gerrit Harm van, 1966-. - Contributor
Publication
2000 - Kluwer Academic, Boston, Massachusetts
Language
English
Word Count
85,250 words, Guess
Page Count
341 pages
Identifiers
- Open LibraryOL18293538M
- ISBN-100792386159
- OCLC Control Number43555265
- OCLC Control Numbermarketingmanagem0000wier
- Library of Congress Control Number00026770
and 1 more
- LibraryThing9655186
Classifications
- DDC658.8
- LCCHF5415.13 .W533 2000
Description
"This book is a comprehensive, systematic textbook on marketing management support systems. The basic issue explored is how to determine the most effective type of support for a given decision-maker in a particular marketing context. This topic is approached from a demand-oriented perspective, as decision aids for marketing professionals can only be effective if these systems match the thinking and reasoning processes of the managers using 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 it the most appropriate type of management support system for assisting the problem-solving methods employed by a marketing decision-maker?"--BOOK JACKET.
Subjects
Series Statement
- International series in quantitative marketing
Other Editions
- Marketing management support systems: principles, tools, and implementation
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