Marketing Management Support Systems,9780792386155

Marketing Management Support Systems

by ;
ISBN13: 9780792386155
ISBN10: 0792386159
Format: Hardcover
Pub. Date: 2000-04-01
Publisher(s): Kluwer Academic Pub
List Price: $188.99

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Summary

Marketing 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. 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. 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?

Table of Contents

Preface xi
PART I The Demand Side of Marketing Management Support Systems
Introduction
3(12)
Marketing Decision Making
3(2)
The Growing Importance of Information Technology for Marketing
5(2)
What are Marketing Management Support Systems?
7(3)
Philosophy Behind this Book
10(2)
Organization of the Book
12(3)
Marketing Decision Making: A Classification of Marketing Problem-Solving Modes
15(28)
Introduction
15(1)
Marketing Decision-Making Experts
16(5)
The ORAC Model of Marketing Problem-Solving Modes
21(12)
Optimizing
22(2)
Reasoning
24(2)
Analogizing
26(2)
Creating
28(4)
Relationship between the Four Marketing Problem-Solving Modes
32(1)
Antecedents of Marketing Problem-Solving Modes
33(10)
Problem Characteristics
34(1)
Decision Environment Characteristics
35(1)
Decision Maker Characteristics
36(3)
Summary of the Effects of the Antecedents of the Marketing Problem-Solving Modes
39(4)
PART II The Supply Side of Marketing Management Support Systems
The Components of Marketing Management Support Systems
43(38)
Introduction
44(1)
Information Technology
45(12)
Computers
46(9)
Communication Networks
55(2)
Analytical Capabilities
57(6)
What Questions
58(1)
Why Questions
59(1)
What-If Questions
60(2)
What-Should Questions
62(1)
Marketing Data
63(5)
Internal and External Data
64(2)
Internet as a Source of Marketing Data
66(1)
Data Warehouses
67(1)
Marketing Knowledge
68(9)
Increased Managerial Attention of Knowledge
68(2)
Different Types of Knowledge
70(2)
Sources of (Marketing) Knowledge
72(3)
Generalized Marketing Knowledge
75(2)
The Evolving Role of the Four Components
77(4)
Data-Driven Marketing Management Support Systems
81(38)
Introduction
81(1)
Marketing Models
82(9)
Types of Marketing Models
82(1)
Steps in the Construction and Use of a Marketing Model
83(8)
Marketing Information Systems
91(12)
Developments in Marketing Information Systems
91(4)
Architecture of Marketing Information Systems
95(2)
Examples of Marketing Information Systems
97(6)
Marketing Decision Support Systems
103(10)
Developments in Marketing Decision Support Systems
104(1)
Example of a Marketing Decision Support System: ASSESSOR
105(8)
The Impact of Marketing Models and Marketing Decision Support Systems
113(6)
Knowledge-Driven Marketing Management Support Systems I: Artificial Intelligence, Knowledge Representation, and Expert Systems
119(46)
Introduction
120(1)
Artificial Intelligence
121(4)
Developments in Artificial Intelligence
122(2)
Artificial Intelligence in Management and Marketing
124(1)
Knowledge Representation
125(8)
Rule-Based Knowledge Representation
127(2)
Networked Knowledge Representation
129(4)
Knowledge Processing with Rule-Based Reasoning Systems
133(29)
Production Systems
134(3)
Expert Systems
137(6)
Expert Systems in Marketing
143(19)
Marketing Knowledge-Based Systems
162(3)
Knowledge-Driven Marketing Management Support Systems II: Case-Based Reasoning, Neural Networks, and Creativity Support Systems
165(46)
Case-Based Reasoning Systems
166(18)
Reasoning by Analogy
166(3)
Principles of Case-Based Reasoning Systems
169(9)
Applications and Tools
178(1)
Case-Based Reasoning Systems in Marketing
179(5)
Neural Networks
184(16)
Introduction
184(1)
Principles of Neural Networks
185(9)
The Application of Neural Networks to Marketing Problems
194(6)
Creativity Support Systems
200(4)
Introduction
200(1)
Research on Creativity Support Systems
201(2)
Creativity Support Systems in Marketing
203(1)
Marketing Management Support Technologies in Perspective
204(7)
PART III Matching the Demand and Supply Sides of Marketing Management Support Systems
Integrating Frameworks
211(20)
Introduction
211(1)
Mapping Marketing Problem-Solving Modes and Marketing Management Support Systems
212(5)
Object of Support
212(1)
Mode of Support
213(4)
From Decision Situation to Marketing Management Support System: An Integrating Framework
217(10)
The Complete Mapping
218(1)
Marketing Management Support Recommender
219(5)
Issues in Choosing the Type of Marketing Management Support System
224(3)
Understanding the Evolution of Marketing Management Support Systems
227(4)
BRANDFRAME: A Marketing Management Support System for the Brand Manager
231(34)
Introduction
231(1)
The Tasks of the Brand Manager and the Implications for Decision Support
232(5)
The BRANDFRAME System
237(15)
Overview
237(2)
A BRANDFRAME Consultation
239(13)
The Knowledge in BRANDFRAME
252(4)
General Marketing Knowledge
253(1)
Knowledge About the Brand Manager's World
254(2)
Continuous Data About the Position of the Focal Brand and Its Competitors
256(1)
Specific Inputs Asked of the Product Manager During a BRANDFRAME Consultation
256(1)
Functionality of BRANDFRAME as a Marketing Management Support System
256(3)
Evaluation and Perspective
259(6)
PART IV Perspectives on Marketing Management Support Systems
Factors That Determine the Success of Marketing Management Support Systems
265(16)
Introduction
265(1)
Empirical Research on the Effectiveness of Marketing Management Support Systems
266(3)
A Framework for Explaining the Success of Marketing Management Support Systems
269(12)
The Demand Side of Decision Support
270(1)
The Supply Side of Decision Support
271(1)
The Match Between Demand and Supply
272(1)
Design Characteristics of Marketing Management Support Systems
273(2)
Characteristics of the Implementation Process
275(2)
Success Measures for Marketing Management Support Systems
277(4)
The Future of Marketing Management Support Systems
281(22)
Introduction
281(1)
Developments on the Demand Side
282(6)
Ever Increasing Amounts of Marketing Data
282(2)
Changes in the Marketing Decision Environment
284(4)
Developments on the Supply Side
288(3)
Information Technology
288(2)
Analytical Capabilities
290(1)
Marketing Data
290(1)
Marketing Knowledge
291(1)
Implications for Marketing Management Support Systems
291(3)
Research Issues for Marketing Management Support Systems
294(6)
Need for Studies in Real-World Company Environments
294(1)
Need for More Insight into Managerial Decision Processes
294(1)
The Role of Time Pressure
295(1)
From Relatively Structured to More Complex Problems
296(1)
From Date-Driven to Knowledge-Based Marketing Management Support Systems
297(1)
The Optimal Combination of Managerial Judgment and Marketing Management Support Systems
297(2)
From Technical Validation to Organizational Validation
299(1)
Dynamics
299(1)
Marketing Management Support Systems and Marketing Science
300(3)
References 303(22)
Subject index 325(10)
Author index 335

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