Table of Contents

I The Demand Side of Marketing Management Support Systems.- 1. Introduction.- 2. Marketing Decision Making: A Classification of Marketing Problem-Solving Modes.- II The Supply Side of Marketing Management Support Systems.- 3. The Components of Marketing Management Support Systems.- 4. Data-Driven Marketing Management Support Systems.- 5. Knowledge-Driven Marketing Management Support Systems I: Artificial Intelligence, Knowledge Representation, and Expert Systems.- 6. Knowledge-Driven Marketing Management Support Systems II: Case-Based Reasoning, Neural Networks, and Creativity Support Systems.- III Matching the Demand and Supply Sides of Marketing Management Support Systems.- 7. Integrating Frameworks.- 8. Brandframe: A Marketing Management Support System for the Brand Manager.- IV Perspectives on Marketing Management Support Systems.- 9. Factors That Determine the Success of Marketing Management Support Systems.- 10. The Future of Marketing Management Support Systems.- References.- Author index.

Promotional Information

Springer Book Archives

Reviews

`... what they [the authors] have produced is considerable indeed. The book provides a compelling framework and a scholarly yet readable tratment of the entire domain of MMSS from demand, supply, and implementation perspectives. As such, this book belongs on the shelf of marketing academics who are interested in how marketing data and marketing knowledge can and should be used to affect practice and of practitioners who are interested in building and implementing MMSSs that succeed.'
Journal of Marketing Research, XXXVIII