rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Marketing Management Support Systems
    sub title: Principles, Tools, and Implementation
  name:
    name part: Wierenga, B.
    role:
      role term: creator
  name:
    name part: Bruggen, Gerrit.
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  genre: Electronic books.
  origin info:
    place:
      place term: xxu
    date issued: 2000
    issuance: monographic
  language:
    language term: eng
  physical description:
    reformatting quality: access
    form: remote
    extent: 1 online resource (xiv, 341 pages)
  abstract: 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?
  note: by Berend Wierenga, Gerrit Bruggen.
  note: Electronic resource.
  subject:
    topic: Economics
  subject:
    topic: Data structures (Computer science)
  subject:
    topic: Marketing
  subject:
    topic: Management information systems
  subject:
    topic: Data structures (Computer science)
  subject:
    topic: Economics
  subject:
    topic: Management information systems
  subject:
    topic: Marketing
  classification: HF5410-5417.5
  classification: 658.8
  related item:
    title info:
      title: International series in quantitative marketing ; 10
  identifier: 9781461545958 (electronic bk.)
  identifier: 1461545951 (electronic bk.)
  identifier: 9781461370765
  identifier: 1461370760
  identifier: 1461545951
  identifier: http://proxy.library.tamu.edu/login
  record info:
    record content source: AU@
    record creation date: 121227
    record change date: 20260422202355.5
    record identifier: in00003565834
    language of cataloging:
      language term: eng