The integration of marketing problem-solving modes and marketing management support systems
January 1997
Article
volume 61 pp 21-37.
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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
- cognition
- marketing research
- marketing strategy
- marketing (decision making)
- problem solving
- advertising (media planning)
- marketing executives
- media representatives
Automatically Extracted Terms
- medium-quality mdss
- marketing
- decision-maker
- decision
- quality
- time-pressure
- medium-quality
- subject
- system
- group
- period
- research
- result
- effect
- performance
- marketing decision-makers
- difference
- support
- study
- model
