The integration of marketing problem-solving modes and marketing management support systems
Journal of Marketing , Volume 61 p. 21- 37
Focuses on the issue of problem solving in marketing and develops a classification of marketing problem-solving modes (MPSMs). Typology of MPSMs; Relationship among MPSMs; Marketing management support systems.
|Keywords||advertising (media planning), cognition, marketing (decision making), marketing executives, marketing research, marketing strategy, media representatives, problem solving|
Wierenga, B., & van Bruggen, G.H.. (1997). The integration of marketing problem-solving modes and marketing management support systems. Journal of Marketing, 61, 21–37. Retrieved from http://hdl.handle.net/1765/2663