The success of marketing management support systems
This paper provides an introduction to this Special Issue by a) providing a framework for evaluating the potential and actual success of marketing management support systems (MMSS), and b) briefly discussing how each paper in this Special Issue addresses the general topic of managerial decision making. The paperconcludes by outlining some key questions that still need to be addressed.
|Keywords||Decision Aids, Managerial Decision Making, Measures of Success, marketing, marketing research, marketing strategy|
Wierenga, B., van Bruggen, G.H., & Staelin, R.. (1999). The success of marketing management support systems. Marketing Science: the marketing journal of INFORMS, 18(3), 196–207. Retrieved from http://hdl.handle.net/1765/2675