Marketing management support systems
Subtitle: principles, tools, and implementation
By: Berend Wierenga, Gerrit van Bruggen.
Contributors: Bruggen, Gerrit Harm van, 1966-.
Series: International series in quantitative marketing
Publisher: Kluwer Academic
Published: 2000
Place of publication: Boston
Language: eng
Number of pages: 341
Subjects: Marketing -- Management
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.
Notes: Includes bibliographical references (p. [303]-323) and index.