Marketing Decision Making in the Electronic Era: The State-of-the-Art of Marketing Management Support Systems

Marketing managers are exposed to an ever-growing stream of information about the markets they are operating in and the performance of their products. In the Electronic Era the supply of data has exploded and marketing management support systems are needed to transform this data into actionable knowledge. This paper deals with the nature of marketing management support systems (MMSS) and the different types of MMSS that are available. Also a marketing management support recommender is presented that can help to find the most appropriate type(s) of MMSS for a given decision situation. Finally, we discuss the future of marketing management support systems in the perspective of relevant developments in leT and of the changes in the environment of the marketing decision maker.