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| Tekijä: | Bruggen, G., van Smidts, A. Wierenga, B. |
| Otsikko: | Improving decision making by means of a marketing decision support system |
| Lehti: | Management Science
1998 : MAY, VOL. 44:5, p. 645-658 |
| Asiasana: | DECISION MAKING MARKETING DECISION SUPPORT SYSTEMS |
| Kieli: | eng |
| Tiivistelmä: | Marketing decision makers are confronted with an increasing amount of information. This leads to a complex decision environment that may cause decision makers to lapse into using mental-effort-reducing heuristics such as anchoring and adjustment. In an experimental study, the authors find that the use of a marketing decision support system increases the effectiveness of marketing decision makers. |
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