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Decision Support Systeme im Marketing

Author

Listed:
  • Jan Engelke
  • Hermann Simon

Abstract

Zusammenfassung Der praktische Einsatz von Decision Support Systemen im Marketing steht heute erst am Anfang, auch wenn diese Systeme in der akademischen Forschung schon seit langem vorgeschlagen und untersucht werden. Der Hauptgrund liegt darin, dass Decision Support Systeme sehr spezifisch auf die jeweilige Problemstellung angepasst werden müssen. Dabei sind nicht nur die Besonderheiten der Branche, sondern auch die konkreten Bedingungen des Unternehmens und selbst des einzelnen Produktes tiefgehend zu berücksichtigen. Der Aufwand lohnt sich, da Entscheidungen auf diese Weise wesentlich besser fundiert und Risiken sorgfältiger abgeschätzt werden können. Der folgende Artikel beschreibt den neuesten Erkenntnisstand über den praktischen Einsatz solcher Systeme und zeigt auch die Rahmenbedingungen auf, unter denen sie erfolgreich eingesetzt werden können. Insbesondere haben wir unsere eigenen Erfahrungen aus zahlreichen Anwendungen derartiger Systeme einfließen lassen.

Suggested Citation

  • Jan Engelke & Hermann Simon, 2007. "Decision Support Systeme im Marketing," Schmalenbach Journal of Business Research, Springer, vol. 59(1), pages 120-142, February.
    • Handle: RePEc:spr:sjobre:v:59:y:2007:i:1:d:10.1007_bf03372783
    DOI: 10.1007/BF03372783
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    References listed on IDEAS

    as
    1. Gregory Dobson & Shlomo Kalish, 1988. "Positioning and Pricing a Product Line," Marketing Science, INFORMS, vol. 7(2), pages 107-125.
    2. 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.
    3. Michael R. Hagerty, 1986. "The Cost of Simplifying Preference Models," Marketing Science, INFORMS, vol. 5(4), pages 298-319.
    4. Michael R. Hagerty, 1986. "Reply—Reflections on the Cost of Simplifying Preference Models," Marketing Science, INFORMS, vol. 5(4), pages 323-324.
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    More about this item

    Keywords

    C5; D4; M21; M31;
    All these keywords.

    JEL classification:

    • C5 - Mathematical and Quantitative Methods - - Econometric Modeling
    • D4 - Microeconomics - - Market Structure, Pricing, and Design
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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