The success of marketing management support systems

被引：37

作者：

Wierenga, B

Van Bruggen, GH

Staelin, R

机构：

[1] Erasmus Univ, Sch Management, Fac Bedrijfskunde, Dept Mkt, NL-3000 DR Rotterdam, Netherlands

[2] Duke Univ, Fuqua Sch Business, Durham, NC 27708 USA

来源：

MARKETING SCIENCE | 1999年 / 18卷 / 03期

关键词：

measures of success; decision aids; managerial decision making;

D O I：

10.1287/mksc.18.3.196

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper provides an introduction to this Special Issue by a) providing a framework for evaluating the potential and actual success of marketing management support systems (MMSS), and b) briefly discussing how each paper in this Special Issue addresses the general topic of managerial decision making. The paper concludes by outlining some key questions that still need to be addressed.

引用

页码：196 / 207

页数：12

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