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| Author: | Bucklin, R. Lehmann, D. Little, J. |
| Title: | From decision support to decision automation: a 2020 vision |
| Journal: | Marketing Letters
1998 : AUG, VOL. 9:3, p. 235-246 |
| Index terms: | MARKETING DECISION SUPPORT SYSTEMS ECONOMICS |
| Language: | eng |
| Abstract: | The authors discuss the long-run future of decision support systems in marketing. They argue that a growing proportion of marketing decisions can not only be supported but may also be automated. From a standpoint of both efficiency and effectiveness, such automation is highly desirable. The authors describe how model-based automated decision-making is likely to prepare various marketing decision-making environments and how such models can incorporate competitive dynamics. |
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