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| Author: | Wierenga, B. Bruggen, G. H. van Staelin, Richard |
| Title: | The success of marketing management support systems |
| Journal: | Marketing Science
1999 : VOL. 18:3, p. 196-207 |
| Index terms: | Marketing research Marketing management Marketing systems |
| Language: | eng |
| Abstract: | This paper provides an introduction to this special issues by providing a framework for evaluating the potential and actual success of marketing management support systems (MMSS), and b) briefly discussing how each paper addresses the general topic of managerial decision making. The paper concludes by outlining some key questions that still need to be addressed. |
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