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

Libro 1 de 8: International Series in Quantitative Marketing

Wierenga, Berend; Van Bruggen, Gerrit

 
9781461370765: Marketing Management Support Systems: Principles, Tools, and Implementation: 10 (International Series in Quantitative Marketing)
Tapa blanda
ISBN 10: 1461370760 ISBN 13: 9781461370765
Editorial: Springer, 2012

Sinopsis

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?

"Sinopsis" puede pertenecer a otra edición de este libro.

Críticas

`... 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

Reseña del editor

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?

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Springer
Año de publicación
2012
Idioma
Inglés
ISBN 10 
1461370760
ISBN 13 
9781461370765
Encuadernación
Tapa blanda
Número de páginas
360
Contacto del fabricante
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Otras ediciones populares con el mismo título

9780792386155: Marketing Management Support Systems: Principles, Tools, and Implementation: 10 (International Series in Quantitative Marketing, 10)

Edición Destacada

ISBN 10:  0792386159 ISBN 13:  9780792386155
Editorial: Springer, 2000
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