Decision Support Systems for Marketing Managers

A marketing decision support system is defined as a coordinated collection of data, models, analytic tools, and computing power by which an organization gathers information from the environment and turns it into a basis for action.

Abstract

In the past 10 years, a new technology has emerged for assisting and improving marketing decision making. We define a marketing decision support system as a coordinated collection of data, models, analytic tools, and computing power by which an organization gathers information from the environment and turns it into a basis for action. Where such systems have taken root, they have grown and become increasingly productive for their organizations.