Are decision support systems helping marketers? (A framework for analysis and a literature review)
This article provides an overview and integrates relevant literature of empirical research of the effectiveness and efficiency of DSS for marketing. First we present a structural framework on how to analyze the different empirical studies. Then we summarize the outcomes. Finally we draw some conclusions and give some suggestions for further research.
|Keywords||Decision support systems, Marketing, Performance modeling|
Waalewijn, Ph., & de Swaan Arons, H.. (1997). Are decision support systems helping marketers? (A framework for analysis and a literature review). Retrieved from http://hdl.handle.net/1765/516