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Author: Gerrit H. van Bruggen
Publisher: Now Publishers Inc
Published: 2010
Total Pages: 136
ISBN-13: 1601983689
DOWNLOAD EBOOKMarketing Decision Making and Decision Support addresses the topic of marketing management support systems (MMSS), which are computer-enabled devices that help marketers to make better decisions.
Author: Nikolaos F. Matsatsinis
Publisher: Springer Science & Business Media
Published: 2012-12-06
Total Pages: 517
ISBN-13: 146151147X
DOWNLOAD EBOOKIntelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these methodologies in making strategic marketing decisions. Part I discusses the basic concepts of multicriteria analysis vis-à-vis marketing decisions and in new product development situations. Part II presents basic concepts from the fields of Information Systems, Decision Support Systems, and Intelligent Decision Support Methods. In addition, specialized categories of DSS (multicriteria DSS, web-based DSS, group DSS, spatial DSS) are discussed in terms of their key features and current use in marketing applications. Part III presents IDSS and a multicriteria methodology for new product development. Further chapters present a developmental strategy for analyzing, designing, and implementing an Intelligent Marketing Decision Support System. The implementation discussion is illustrated with a real-world example of the methods and system in use.
Author: Pinto, Filipe Mota
Publisher: IGI Global
Published: 2020-03-27
Total Pages: 240
ISBN-13: 1799829650
DOWNLOAD EBOOKModern marketing practices have evolved to become a dynamic meeting point for technology practitioners and business professionals. Digital technologies have added a new paradigm to the way businesses are projected, communicated, and developed through their marketing activities, from message delivery to content production. Digital Marketing Strategies and Models for Competitive Business is a collection of innovative research that seeks to connect theory with application, identifying best practices over digital marketing to business purposes. While highlighting topics including consumer analysis, search engine marketing, and marketing communications, this book is ideally designed for marketers, managers, executives, advertisers, graphic designers, researchers, practitioners, entrepreneurs, policymakers, and educators.
Author: Rajagopal
Publisher: IGI Global
Published: 2013-05-31
Total Pages: 274
ISBN-13: 1466640952
DOWNLOAD EBOOK"This book provides the latest research studies, market analysis, and best practices utilized in emerging markets to gain competitive advantage and market leadership"--Provided by publisher.
Author: Berend Wierenga
Publisher: Springer Science & Business Media
Published: 2012-12-06
Total Pages: 349
ISBN-13: 1461545951
DOWNLOAD EBOOKMarketing 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?
Author: Berend Wierenga
Publisher: Springer Science & Business Media
Published: 2008-09-05
Total Pages: 621
ISBN-13: 0387782133
DOWNLOAD EBOOKMarketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.
Author: Peter S.H. Leeflang
Publisher: Springer Science & Business Media
Published: 2013-06-29
Total Pages: 642
ISBN-13: 146154050X
DOWNLOAD EBOOKThis book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
Author: Peter W. Reed
Publisher:
Published: 2010
Total Pages: 364
ISBN-13: 9780170185325
DOWNLOAD EBOOKThis fully revised 3rd edition of Strategic Marketing: Decision-Making and Planning sets a framework for marketing decision-making as a part of a holistic approach to an organisationa s strategic management. It integrates expanded theoretical coverage with a step-by-step guide to each stage of the strategy development and management processes. The latest theories on how marketing strategy is conceptualised and practiced is examined alongside a framework to facilitate the practical application of relevant concepts, tools and techniques. A series of 10 dynamic interactive modules exploring each stage of the strategic marketing process are included and new features such as Strategy in Practice boxes and end-of-chapter Strategy in Action activities further highlight the connection between theory and application. Continuing to bridge the gap between theory learnt and the practice of writing a marketing plan or report, Strategic Marketing: Decision-Making and Planning 3e is an invaluable resource for students and practitioners alike.
Author: Thomas J. Reynolds
Publisher: Psychology Press
Published: 2001-05
Total Pages: 463
ISBN-13: 1135693161
DOWNLOAD EBOOKThis edited volume will help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer insight into decision making.
Author: Gregory E. Kersten
Publisher: Springer Science & Business Media
Published: 2006-03-01
Total Pages: 423
ISBN-13: 0306475421
DOWNLOAD EBOOKIn recent years, much work has been done in formulating and clarifying the concept of sustainable development and related theoretical and research issues. Now, the challenge has shifted to designing and stimulating processes of effective planning and decision-making, at all levels of human activity, in such a way as to achieve local and global sustainable development. Information technology can help a great deal in achieving sustainable development by providing well-designed and useful tools for decision makers. One such tool is the decision support system, or DSS. This book explores the area of DSS in the context of sustainable development. As DSS is a very new technique, especially in the developing world, this book will serve as a reference text, primarily for managers, government officials, and information professionals in developing countries. It covers the concept of sustainable development, defines DSS and how it can be used in the planning and management of sustainable development, and examines the state of the art in DSS use. Other interested readers will include students, teachers, and analysts in information sciences; DSS designers, developers, and implementors; and international development agencies.
