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Titlebook: Marketing Management Support Systems; Principles, Tools, a Berend Wierenga,Gerrit Bruggen Book 2000 Springer Science+Business Media Dordrec

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發(fā)表于 2025-3-21 19:38:38 | 只看該作者 |倒序?yàn)g覽 |閱讀模式
書(shū)目名稱(chēng)Marketing Management Support Systems
副標(biāo)題Principles, Tools, a
編輯Berend Wierenga,Gerrit Bruggen
視頻videohttp://file.papertrans.cn/625/624363/624363.mp4
叢書(shū)名稱(chēng)International Series in Quantitative Marketing
圖書(shū)封面Titlebook: Marketing Management Support Systems; Principles, Tools, a Berend Wierenga,Gerrit Bruggen Book 2000 Springer Science+Business Media Dordrec
描述Marketing management support systems are designed to makemarketing managers more effective decision makers in this electronicera. Developments in information technology have caused a marketingdata explosion, but have also provided a powerful set of tools thatcan transform this data into applicable marketing knowledge.Consequently, companies are making major investments in such marketingdecision aids. .This book is the first comprehensive, systematic textbook on marketingmanagement support systems. The basic issue is the question of how todetermine the most effective type of support for a given marketingdecision maker in a particular decision situation. .The book takes a demand-oriented approach. Decision aids for marketingmanagers can only be effective if they match with the thinking andreasoning process of the decision makers who use them. Consequently,the important questions addressed in this book are: how do marketingmanagers make decisions; how can marketing management support systemshelp to overcome several (cognitive) limitations of human decisionmakers; and what is the most appropriate type of management supportsystem for assisting the problem-solving methods employed by ama
出版日期Book 2000
關(guān)鍵詞Brand; Import; Information Technology (IT); artificial intelligence; case-based reasoning; classification
版次1
doihttps://doi.org/10.1007/978-1-4615-4595-8
isbn_softcover978-1-4613-7076-5
isbn_ebook978-1-4615-4595-8Series ISSN 0923-6716 Series E-ISSN 2199-1057
issn_series 0923-6716
copyrightSpringer Science+Business Media Dordrecht 2000
The information of publication is updating

書(shū)目名稱(chēng)Marketing Management Support Systems影響因子(影響力)




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Marketing Decision Making: A Classification of Marketing Problem-Solving Modesand it is our premise that in designing and implementing marketing management support systems (MMSS), one should start with the decision-making process that such systems are intended to support. In this chapter we first discuss how marketing experts go about making decisions. Then we introduce the c
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The Components of Marketing Management Support Systemsside of marketing management support systems. In Chapters 4, 5, and 6 we discuss the actual . of MMSS, but first, in the present chapter we discuss the . of MMSS that underlie these different tools. In Chapter 1 a marketing management support system was defined in terms of its components as follows:
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Knowledge-Driven Marketing Management Support Systems I: Artificial Intelligence, Knowledge Represenr mind in order to detect problems and react to opportunities in the market. A marketer is constantly trying to figure out what is going on and why (monitoring and diagnosis) and constantly devising marketing actions and programs that should lead to developments in the desired direction (planning an
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