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The Success of Marketing Management Support Systems

Author

Listed:
  • Berend Wierenga

    (Department of Marketing, Faculteit der Bedrijfskunde/Rotterdam School of Management, Erasmus University Rotterdam, P.O. Box 1738, 3000 DR Rotterdam)

  • Gerrit H. Van Bruggen

    (Department of Marketing, Faculteit der Bedrijfskunde/Rotterdam School of Management, Erasmus University Rotterdam, P.O. Box 1738, 3000 DR Rotterdam)

  • Richard Staelin

    (Fuqua School of Business, Duke University, Durham, North Carolina 27708)

Abstract

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.

Suggested Citation

  • Berend Wierenga & Gerrit H. Van Bruggen & Richard Staelin, 1999. "The Success of Marketing Management Support Systems," Marketing Science, INFORMS, vol. 18(3), pages 196-207.
  • Handle: RePEc:inm:ormksc:v:18:y:1999:i:3:p:196-207
    as

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    File URL: http://dx.doi.org/10.1287/mksc.18.3.196
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    References listed on IDEAS

    as
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    8. repec:dau:papers:123456789/3445 is not listed on IDEAS
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    10. Stephen J. Hoch & David A. Schkade, 1996. "A Psychological Approach to Decision Support Systems," Management Science, INFORMS, vol. 42(1), pages 51-64, January.
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    15. Leonard M. Lodish, 1971. "Callplan: An Interactive Salesman's Call Planning System," Management Science, INFORMS, vol. 18(4-Part-II), pages 25-40, December.
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    19. Marian Chapman Moore, 1992. "Signals and Choices in a Competitive Interaction: The Role of Moves and Messages," Management Science, INFORMS, vol. 38(4), pages 483-500, April.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Dapeng Cui & David Curry, 2005. "Prediction in Marketing Using the Support Vector Machine," Marketing Science, INFORMS, vol. 24(4), pages 595-615, January.
    2. Lilien, Gary L. & Rangaswamy, Arvind & van Bruggen, Gerrit H. & Wierenga, Berend, 2002. "Bridging the marketing theory-practice gap with marketing engineering," Journal of Business Research, Elsevier, vol. 55(2), pages 111-121, February.
    3. repec:pal:jorsoc:v:59:y:2008:i:9:d:10.1057_palgrave.jors.2602597 is not listed on IDEAS
    4. John D. C. Little, 2004. "Comments on ÜModels and Managers: The Concept of a Decision CalculusÝ," Management Science, INFORMS, vol. 50(12_supple), pages 1854-1860, December.
    5. Lang, Mark & Bharadwaj, Neeraj & Di Benedetto, C. Anthony, 2016. "How crowdsourcing improves prediction of market-oriented outcomes," Journal of Business Research, Elsevier, vol. 69(10), pages 4168-4176.
    6. Suresh Divakar & Brian T. Ratchford & Venkatesh Shankar, 2005. "Practice Prize Article—: A Multichannel, Multiregion Sales Forecasting Model and Decision Support System for Consumer Packaged Goods," Marketing Science, INFORMS, vol. 24(3), pages 334-350, July.

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