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.

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ERIM Top-Core Articles
Journal of Marketing
Erasmus Research Institute of Management

Wierenga, B, & van Bruggen, G.H. (1997). The integration of marketing problem-solving modes and marketing management support systems. Journal of Marketing, 61, 21–37. Retrieved from