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- catalog abstract ""This book is a comprehensive, systematic textbook on marketing management support systems. The basic issue explored is how to determine the most effective type of support for a given decision-maker in a particular marketing context. This topic is approached from a demand-oriented perspective, as decision aids for marketing professionals can only be effective if these systems match the thinking and reasoning processes of the managers using 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 it the most appropriate type of management support system for assisting the problem-solving methods employed by a marketing decision-maker?"--Jacket.".
- catalog contributor b11676903.
- catalog contributor b11676904.
- catalog created "c2000.".
- catalog date "2000".
- catalog date "c2000.".
- catalog dateCopyrighted "c2000.".
- catalog description ""This book is a comprehensive, systematic textbook on marketing management support systems. The basic issue explored is how to determine the most effective type of support for a given decision-maker in a particular marketing context. This topic is approached from a demand-oriented perspective, as decision aids for marketing professionals can only be effective if these systems match the thinking and reasoning processes of the managers using them.".
- catalog description "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 it the most appropriate type of management support system for assisting the problem-solving methods employed by a marketing decision-maker?"--Jacket.".
- catalog description "Includes bibliographical references (p. [303]-323) and index.".
- catalog description "pt. I. The Demand Side of Marketing Management Support Systems. 1. Introduction. 2. Marketing Decision Making: A Classification of Marketing Problem-Solving Modes -- pt. 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 -- pt. III. Matching the Demand and Supply Sides of Marketing Management Support Systems. 7. Integrating Frameworks.".
- catalog extent "xiv, 341 p. :".
- catalog identifier "0792386159 (alk. paper)".
- catalog isPartOf "International series in quantitative marketing".
- catalog issued "2000".
- catalog issued "c2000.".
- catalog language "eng".
- catalog publisher "Boston : Kluwer Academic,".
- catalog subject "658.8 21".
- catalog subject "HF5415.13 .W533 2000".
- catalog subject "Marketing Management.".
- catalog tableOfContents "pt. I. The Demand Side of Marketing Management Support Systems. 1. Introduction. 2. Marketing Decision Making: A Classification of Marketing Problem-Solving Modes -- pt. 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 -- pt. III. Matching the Demand and Supply Sides of Marketing Management Support Systems. 7. Integrating Frameworks.".
- catalog title "Marketing management support systems : principles, tools, and implementation / Berend Wierenga, Gerrit van Bruggen.".
- catalog type "text".