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DECISION SUPPORT SYSTEMS: ADVANTAGES IN CONSUMER MARKETING SETTINGS

Martin D. Goslar (Assistant Professor of Management Information Systems in the College of Business Administration at the University of Notre Dame)
Stephen W. Brown (Professor of Marketing and Director of the First Interstate Center for Services Marketing at Arizona State University)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 March 1986

343

Abstract

Information technology has made possible the recognition, acquisition, organization, and controlled retention of data from sources virtually unavailable in the past. Terms such as “the information society” and “information glut” have become commonplace. High‐level corporate positions with titles such as Chief Information Officer are being created in an attempt to efficiently and effectively use information for the benefit of the organization and the society it serves. A major challenge in the 1980s is to gain and maintain the ability to use this information for competitive advantage. Decision Support Systems (DSS) enable marketing managers to integrate internal and external information environments within a decision‐making context. Useful features available within Marketing Information Systems can be incorporated with the potentials of DSS. Together the two systems can provide marketing managers with opportunities to anticipate, identify, and creatively respond to changing consumer demand.

Citation

Goslar, M.D. and Brown, S.W. (1986), "DECISION SUPPORT SYSTEMS: ADVANTAGES IN CONSUMER MARKETING SETTINGS", Journal of Consumer Marketing, Vol. 3 No. 3, pp. 43-50. https://doi.org/10.1108/eb008169

Publisher

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MCB UP Ltd

Copyright © 1986, MCB UP Limited

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