Marketing decision support systems

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Industrial Management & Data Systems

ISSN: 0263-5577

Online from: 1970

Subject Area: Information and Knowledge Management

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Document Information:
Title:	Marketing decision support systems
Author(s):	Claire Cassie, (Leeds Metropolitan University, Leeds, UK)
Citation:	Claire Cassie, (1997) "Marketing decision support systems", Industrial Management & Data Systems, Vol. 97 Iss: 8, pp.293 - 296
Keywords:	Competitive advantage, Decision-support systems, Marketing
Article type:	Technical paper
DOI:	10.1108/02635579710195000 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Discusses the application of decision support systems (DSS) to assist in solving marketing decisions. As the marketing environment becomes more competitive the pressure to gain the “edge” over your competitors becomes more intense. Marketing decision support systems (MDSS) are valuable tools to assist in making marketing decisions to do just that! MDSS can be used to support, rather than replace, decision makers in the complex, semi or unstructured situations which are common in marketing problems. They incorporate the personal judgement and experience of the user to improve the effectiveness, rather than the efficiency of decision making. This means that managers will have more “quality” time to spend on analysis and planning for the future, rather than merely reflecting on the past. Discusses different types of DSS within an environment where there are discrepancies over definition, jargon and suppliers’ claims.