Marketing Management Support Systems - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing Management Support Systems write by Berend Wierenga. This book was released on 2012-12-06. Marketing Management Support Systems available in PDF, EPUB and Kindle. 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 Decision Making and Decision Support
Marketing Decision Making and Decision Support - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing Decision Making and Decision Support write by Gerrit H. van Bruggen. This book was released on 2010. Marketing Decision Making and Decision Support available in PDF, EPUB and Kindle. 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
Marketing Decision Making and Decision Support - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing Decision Making and Decision Support write by Gerrit Harm van Bruggen. This book was released on 2010. Marketing Decision Making and Decision Support available in PDF, EPUB and Kindle. 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.
Handbook of Marketing Decision Models
Handbook of Marketing Decision Models - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Handbook of Marketing Decision Models write by Berend Wierenga. This book was released on 2008-09-05. Handbook of Marketing Decision Models available in PDF, EPUB and Kindle. Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.
Building Implementable Marketing Models
Building Implementable Marketing Models - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Building Implementable Marketing Models write by Philippe A. Naert. This book was released on 2013-12-01. Building Implementable Marketing Models available in PDF, EPUB and Kindle. The observation that many models are built but few are used has almost become a commonplace in the management science and operations research literature. Nevertheless, the statement remains to a large extent true today, also and perhaps even more so where marketing models are concerned. This led Philippe Naert, now about four years ago, to write a concept text of a few hundred pages on the subject of how to build imple men table marketing models, that is, models that can and will be used. One of the readers of that early manuscript was Peter Leefiang. He made suggestions leading to a more consistent ordering of the material and pro posed the addition of some topics and the expansion of others to make the book more self-contained. This resulted in a co-authorship and a revised version, which was written by Peter Leefiang and consisted of a reshuffling and an expansion of the original material by about fifty per cent. Several meetings between the co-authors produced further refinements in the text and the sequence of chapters and sections, after which Philippe Naert again totally reworked the whole text. This led to a new expansion, again by fifty per cent, of the second iteration. The third iteration also required the inclusion of a great deal of new literature indicating that the field is making fast progress and that implementation has become a major concern to marketing model builders.
