Developing Marketing Decision Support Systems in Consumer Goods Firms

Abstract

Presents a foundation for the development of marketing decision support systems (MDSS). Argues that traditional management information systems typically follow a sequential flow through analysis, design, and implementation; MDSS involves a developmental approach emphasizing iteration and evaluation through the various stages. Surmises that MDSS offers marketing managers the advantages of an interactive system to supply them with useful information to help improve decision making.

Citation

Greco, A.J. and Hogue, J.T. (1990), "Developing Marketing Decision Support Systems in Consumer Goods Firms", Journal of Consumer Marketing, Vol. 7 No. 1, pp. 55-64. https://doi.org/10.1108/EUM0000000002570