The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.

Marketing Decision Support and Intelligent Systems: Precisely Worthwhile or Vaguely Worthless?

Marketing decision support and intelligent systems: Precisely worthwhile or vaguely worthless?

Our goal in this chapter is to review the marketing decision support system (MDSS) literature so as to provide maximal guidance to researchers and practitioners on how best to improve marketing decision-making using decision support systems. In order to achieve this goal, we lay out a taxonomy of decision support systems, create an integrative framework showing the drivers that maximally aid successful implementation, and propose future research that will help to resolve the inconclusive results in the literature. Throughout the chapter, we also attempt to reunite the divided decision support system literature by examining the assumptions underlying different research traditions in a broad, integrative ...

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