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Marketing Management Support Systems: Principles, Tools, and Implementation (INTERNATIONAL SERIES IN QUANTITATIVE MARKETING)

B. Wierenga, Gerrit Van Bruggen. Marketing Management Support Systems: Principles, Tools, and Implementation (INTERNATIONAL SERIES IN QUANTITATIVE MARKETING) Authors:B. Wierenga, Gerrit Van Bruggen.
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Book Summary:
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. By collecting and transforming this information into useful data-driven and knowledge-driven systems, marketing management support systems enable more strategic and effective decision-making. Consequently, companies are making major investments in such support systems. This book is the first 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...

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