Broadening the perspective on marketing decision models
Marketing models are of invaluable importance for the advancement of marketing science. Regarding the role of models in marketing decision-making in practice we question the claim that marketing models are routinely used by many companies. Marketing models are suitable for certain types of marketing decision situations but much less for others. We advocate the development of integrated marketing management support systems (MMSSs), in which the strong points of marketing models are combined with the strengths of other types of MMSSs.
|Keywords||Marketing decision models, Marketing management support systems, Success metrics; Decision automation|
|Persistent URL||dx.doi.org/10.1016/S0167-8116(00)00017-3, hdl.handle.net/1765/2673|
van Bruggen, G.H., & Wierenga, B.. (2000). Broadening the perspective on marketing decision models. International Journal of Research in Marketing, 17, 159–168. doi:10.1016/S0167-8116(00)00017-3