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| Tekijä: | O'Keefe, R. M. McEachern, T. |
| Otsikko: | Web-based customer decision support systems |
| Lehti: | Communications of the ACM
1998 : MAR, VOL. 41:3, p. 71-78 |
| Asiasana: | INTERNET CUSTOMERS DECISION SUPPORT SYSTEMS MARKETING |
| Kieli: | eng |
| Tiivistelmä: | Web-based marketing has typically been based on electronic publishing. Using the Web, companies are able to place marketing material on Web servers ranging from simple advertising to comprehensive virtual brochures. Richer systems that connect companies to their customers enhance the decision-making process and their bottom line. Customer decision support systems (or CDSS) are a way of conceptualizing second-generation Web-based marketing systems. Of course, also other models will emerge. Summa summarum, 1. Consider the decision making the customer undertakes, and what part of the process is wished to be supported. 2. Don't develop systems in isolation. 3. Models help a customer with evaluation and can also provide considerable added value. 4. Plan for a low-maintenance system based on existing data and models. CDSS is a convenient framework for those developing substantial systems, particularly in the business-to-business environment. |
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