Marketing Management Support Systems

2000 ◽  
Author(s):  
Berend Wierenga ◽  
Gerrit van Bruggen
Keyword(s):  
Support Systems ◽  
Marketing Management ◽  
Management Support ◽  
Management Support Systems

scholarly journals The Integration of Marketing Problem-Solving Modes and Marketing Management Support Systems

1997 ◽  
Vol 61 (3) ◽  
pp. 21-37 ◽  
Author(s):  
Berend Wierenga ◽  
Gerrit H. van Bruggen
Keyword(s):  
Problem Solving ◽  
Support Systems ◽  
Decision Aids ◽  
Decision Makers ◽  
Marketing Management ◽  
Management Support ◽  
Cognitive Approach ◽  
Management Support Systems ◽  
Effective Decision

To be effective, decision aids for marketing managers should match with the thinking and reasoning processes of the marketing decision makers who use them. The authors take a cognitive approach to problem solving in marketing. They develop a classification of “marketing problem-solving modes” and distinguish four modes: optimizing, reasoning, analogizing, and creating. They also present a typology of what they call “marketing management support systems.” In an integrating framework, they then link the four marketing problem-solving modes with the most appropriate marketing management support systems. The authors conclude with a discussion of the implications of this “demand-side” approach to marketing management support systems.

The Success of Marketing Management Support Systems

1999 ◽  
Vol 18 (3) ◽  
pp. 196-207 ◽  
Author(s):  
Berend Wierenga ◽  
Gerrit H. Van Bruggen ◽  
Richard Staelin
Keyword(s):  
Support Systems ◽  
Marketing Management ◽  
Management Support ◽  
Management Support Systems
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