ISBN-10:
0792386159
ISBN-13:
9780792386155
Pub. Date:
04/30/2000
Publisher:
Springer US
Marketing Management Support Systems: Principles, Tools, and Implementation / Edition 1

Marketing Management Support Systems: Principles, Tools, and Implementation / Edition 1

by Berend Wierenga, Gerrit van Bruggen

Hardcover

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Product Details

ISBN-13: 9780792386155
Publisher: Springer US
Publication date: 04/30/2000
Series: International Series in Quantitative Marketing , #10
Edition description: 2000
Pages: 341
Product dimensions: 6.10(w) x 9.25(h) x 0.03(d)

Table of Contents

Preface. Part I: The Demand Side of Marketing Management Support Systems. 1. Introduction. 2. Marketing Decision Making: A Classification of Marketing Problem-Solving Modes. Part II: The Supply Side of Marketing Management Support Systems. 3. The Components of Marketing Management Support Systems. 4. Data-Driven Marketing Management Support Systems. 5. Knowledge-Driven Marketing Management Support Systems I: Artificial Intelligence, Knowledge Representation, and Expert Systems. 6. Knowledge-Driven Marketing Management Support Systems II: Case-Based Reasoning, Neural Networks, and Creativity Support Systems. Part III: Matching the Demand and Supply Slides of Marketing Management Support Systems. 7. Integrating Frameworks. 8. BRANDFRAME: A Marketing Management Support System for the Brand Manager. Part IV: Perspectives on Marketing Management Support Systems. 9. Factors That Determine the Success of Marketing Management Support Systems. 10. The Future of Marketing Management Support Systems. References. Subject index. Authors index.

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