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?