TITLE

The Success of Marketing Management Support Systems

AUTHOR(S)
Wierenga, Berend; Van Bruggen, Gerrit H.; Staelin, Richard
PUB. DATE
September 1999
SOURCE
Marketing Science;1999, Vol. 18 Issue 3, p196
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
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.
ACCESSION #
2727530

 

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