haku: @indexterm DECISION MAKING / yhteensä: 3774
viite: 976 / 3774
| Tekijä: | Bruggen, G. H. von Smidts, A. Wierenga, B. |
| Otsikko: | The powerful triangle of marketing data, managerial judgment, and marketing management support systems |
| Lehti: | European Journal of Marketing
2001 : VOL. 35:7-8, p. 796-814 |
| Asiasana: | MARKETING MANAGEMENT DECISION MAKING INFORMATION TECHNOLOGY |
| Kieli: | eng |
| Tiivistelmä: | This paper conceptualizes the impact of information technology on marketing decision making. The paper argues that developments in information technology affect the performance of marketing decision-makers through different routes. Advances in information technology enhance the possibilities of collecting data and of generating information for supporting marketing decision making. Potentially, this will have a positive impact on decision-making performance. Managerial expertise will favor the transformation of data into market insights. However, as the cognitive capabilities of marketing managers are limited, increasing amounts of data may also increase the complexity of the decision-making context. |
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