haku: @indexterm decision support systems / yhteensä: 806
viite: 108 / 806
| Tekijä: | Wierenga, B. Bruggen, G. H. van |
| Otsikko: | Developing a Customized Decision-Support System for Brand Managers |
| Lehti: | Interfaces
2001 : MAY-JUN, VOL. 31:3, p. s128-5145 |
| Asiasana: | MARKETING MANAGEMENT DECISION SUPPORT SYSTEMS BRANDS |
| Kieli: | eng |
| Tiivistelmä: | Working with brand managers at Holland Fast Moving Company (HFMC), the authors designed a marketing- management-support system, BRANDFRAME. In conducting the project, the authors (1) examined the decision situation; (2) examined the existing marketing- management-support system; (3) determined what type of decision support best fits the tasks of the brand managers; (4) developed and implemented the software; (5) obtained feedback from the managers who worked with the software; and (6) adapted and extended the system. BRANDFRAME contains a combination of academic and practical knowledge and integrates all the information needed by the brand manager in one system. The system does not replace the brand manager but, in an interactive way, acts as a sparring partner. |
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