{"product_id":"9781461370765","title":"Marketing Management Support Systems: Principles, Tools, and Implementation","description":"\u003ch1\u003eMarketing Management Support Systems: Principles, Tools, and Implementation\u003c\/h1\u003e \u003ch2\u003eWierenga, Berend; van Bruggen, Gerrit\u003c\/h2\u003e \u003cp\u003eMarketing management support systems are designed to make  marketing managers more effective decision makers in this electronic  era. Developments in information technology have caused a marketing  data explosion, but have also provided a powerful set of tools that  can transform this data into applicable marketing knowledge.  Consequently, companies are making major investments in such marketing  decision aids. \u003cbr\u003e  This book is the first comprehensive, systematic textbook on marketing  management support systems. The basic issue is the question of how to  determine the most effective type of support for a given marketing  decision maker in a particular decision situation. \u003cbr\u003e  The book takes a demand-oriented approach. Decision aids for marketing  managers can only be effective if they match with the thinking and  reasoning process of the decision makers who use them. Consequently,  the important questions addressed in this book are: how do marketing  managers make decisions; how can marketing management support systems  help to overcome several (cognitive) limitations of human decision  makers; and what is the most appropriate type of management support  system for assisting the problem-solving methods employed by a  marketing decision-maker?\u003c\/p\u003e \u003ch3\u003eDetails\u003c\/h3\u003e \u003cp\u003ePublished by: Springer\u003c\/p\u003e \u003cp\u003ePublication Date: 2012-10-12\u003c\/p\u003e \u003cp\u003eFormat: Paperback\u003c\/p\u003e \u003cp\u003eISBN-13: 9781461370765\u003c\/p\u003e \u003cp\u003eDOI: 10.1007\/978-1-4615-4595-8\u003c\/p\u003e \u003cp\u003eDimensions: 235.0cm x155.0cm\u003c\/p\u003e \u003cp\u003ePages: 341.0\u003c\/p\u003e ","brand":"Springer US","offers":[{"title":"Default Title","offer_id":44359044300940,"sku":"9781461370765","price":98.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9781461370765_7b8b63a3-7e04-4b88-8739-a10ebec778cd.jpg?v=1761653615","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9781461370765","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}