The Success of Marketing Management Support Systems

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.

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Year of publication:	1999
Authors:	Wierenga, Berend ; Bruggen, Gerrit H. Van ; Staelin, Richard
Published in:	Marketing Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0732-2399. - Vol. 18.1999, 3, p. 196-207
Publisher:	Institute for Operations Research and the Management Sciences - INFORMS
Subject:	Measures of Success \| Decision Aids \| Managerial Decision Making

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Extent:	application/pdf
Type of publication:	Article
Other identifiers:	10.1287/mksc.18.3.196 [DOI]
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10008788116