Marketing Management Support Systems: Principles, Tools, and Implementation

by Gerrit Bruggen, Berend Wierenga, Gerrit Van Bruggen

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...

• Format: Hardcover
• Language: English
• ISBN: 0792386159
• ISBN13: 9780792386155
• Release Date: April 2000
• Publisher: Springer
• Length: 341 Pages
• Weight: 1.50 lbs.
• Dimensions: 0.8" x 6.1" x 9.2"