Marketing Management Support Systems: Principles, Tools, and Implementation - International Series in Quantitative Marketing 10 (Paperback)
  • Marketing Management Support Systems: Principles, Tools, and Implementation - International Series in Quantitative Marketing 10 (Paperback)
zoom

Marketing Management Support Systems: Principles, Tools, and Implementation - International Series in Quantitative Marketing 10 (Paperback)

(author), (author)
£149.99
Paperback 341 Pages / Published: 12/10/2012
  • We can order this

Usually despatched within 3 weeks

  • This item has been added to your basket
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?

Publisher: Springer-Verlag New York Inc.
ISBN: 9781461370765
Number of pages: 341
Weight: 551 g
Dimensions: 235 x 155 x 18 mm
Edition: Softcover reprint of the original 1st ed. 200


MEDIA REVIEWS
`... what they [the authors] have produced is considerable indeed. The book provides a compelling framework and a scholarly yet readable tratment of the entire domain of MMSS from demand, supply, and implementation perspectives. As such, this book belongs on the shelf of marketing academics who are interested in how marketing data and marketing knowledge can and should be used to affect practice and of practitioners who are interested in building and implementing MMSSs that succeed.'
Journal of Marketing Research, XXXVIII

You may also be interested in...

Jab, Jab, Jab, Right Hook
Added to basket
Raving Fans!
Added to basket
£7.99
Paperback
Social Media Engagement For Dummies
Added to basket
Web Marketing All-in-One For Dummies
Added to basket
Branding For Dummies
Added to basket
Copywriting
Added to basket
£19.99
Paperback
Mid-Century Ads
Added to basket
£15.00
Hardback
The Economist: Marketing
Added to basket
Get Up to Speed with Online Marketing
Added to basket
Contagious
Added to basket
£8.99
Paperback
Selling
Added to basket
DK
£5.99
Paperback
The Challenger Sale
Added to basket
How Brands Grow
Added to basket
£22.50
Hardback

Reviews

Please sign in to write a review

Your review has been submitted successfully.