Marketing Management Support Systems

Wierenga, Berend; Bruggen, Gerrit van

doi:10.1007/978-1-4615-4595-8

Cited by 50 publications

(6 citation statements)

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“…Such tactical decisions lend themselves to continuous data collection and decision automation, which is a decentralizing force in the organization (Bloom et al 2014). However, analytics and decision support systems should support the different decision-making modes of optimizing (typical for very structured, tactical marketing problems), reasoning, analogizing, and creating (typical for more strategic marketing problems) (Wierenga and Van Bruggen 2012).…”

Section: The Influence Of Marketing Objectives On Marketing Value Metricsmentioning

confidence: 99%

Demonstrating the Value of Marketing

Hanssens

Pauwels

2016

Journal of Marketing

159

102

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Marketing departments are under increased pressure to demonstrate their economic value to the firm. This challenge is exacerbated by the fact that marketing uses attitudinal (e.g., brand awareness), behavioral (e.g., brand loyalty), and financial (e.g., sales revenue) performance metrics, which do not correlate highly with each other. Thus, one metric could view marketing initiatives as successful, whereas another could interpret them as a waste of resources. The resulting ambiguity has several consequences for marketing practice. Among these are that the scope and objectives of marketing differ widely across organizations. There is confusion about the difference between marketing effectiveness and efficiency. Hard and soft metrics and offline and online metrics are typically not integrated. The two dominant tools for marketing impact assessment, response models and experiments, are rarely combined. Risk in marketing planning and execution receives little consideration, and analytic insights are not communicated effectively to drive decisions. The authors first examine how these factors affect both research and practice. They then discuss how the use of marketing analytics can improve marketing decision making at different levels of the organization. The authors identify gaps in marketing's knowledge base that set the stage for further research and enhanced practice in demonstrating marketing's value.

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Section: The Influence Of Marketing Objectives On Marketing Value Metricsmentioning

confidence: 99%

Demonstrating the Value of Marketing

Hanssens

Pauwels

2016

Journal of Marketing

159

102

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“…There is a paucity of marketing literature on AI, leading our attempt to offer a framework that defines both where AI is now and how it is expected to evolve. Although prior concepts and principles have been investigated to address marketing-related issues for a long time (Wierenga & Bruggen, 2000), the widespread use and deployment of AI in marketing has only recently emerged (Wierenga, 2010).…”

Section: Theoretical Reviewmentioning

confidence: 99%

Impact of artificial intelligence on marketing

Shaik¹

2023

EAJMR

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The evolution of artificial intelligence (AI) has drastically changed the dynamics of today’s business world. One of the most significant applications of AI is in the field of marketing, which assists in enhancing performance. The current research aims at finding out the impact of AI in marketing. A thorough literature research was highlighted, providing a strong knowledge of AI and its use in marketing. Second, the researcher employed a qualitative study strategy that included semi-structured interviews with marketing professionals from several Indian companies. The researcher chose a sample size of fifteen marketing experts to interview. The study's findings emphasise the elements that influence AI integration in marketing, the benefits and obstacles of AI integration in marketing, as well as your company's pre and post AI marketing strategy, ethical considerations, and use of AI in the marketing industry. The study proposes integrating AI into marketing tasks in order to improve corporate performance and, as a result, achieve profitability and competitive advantage. This study also contributes to strategic marketing research by identifying research gaps that bridge strategic AI marketing practise and research in a systematic and rigorous manner.

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“…A marketing management support system (MMSS) is defined as any system combining (1) information technology, (2) analytical capabilities, (3) marketing data, and (4) marketing knowledge, made available to one or more marketing decision maker(s) to improve the quality of marketing management (Wierenga and van Bruggen 2000). Since this definition is at a fairly general level of specification, it encompasses a variety of tools and systems, such as, models, information systems, DSS, expert system, and knowledge-based systems.…”

Section: Mmss Implementation and Challengesmentioning

confidence: 99%

Globally distributed R&D work in a marketing management support systems (MMSS) environment: a knowledge management perspective

Eliashberg

Swami

Weinberg

et al. 2008

Journal of Advances in Management Research

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Globalisation, liberalization and rapid technological developments have been changing business environments drastically in the recent decades. These trends are increasingly exposing businesses to market competition and thus intensifying competition. In such an environment, the role of marketing management support systems (MMSS) becomes exceedingly important for the long‐term growth of an organisation’s marketing expertise and success. In this paper, we discuss the evolution of a globally distributed R&D project spanning three continents in developing an MMSS for the motion picture industry. We first provide the conceptual background of the MMSS and knowledge management systems relevant for our work. We then provide a detailed case study of our MMS implementation. We specifically focus on the following elements of our work: globally distributed R&D efforts, knowledge elements, and fit between demand and supply sides of MMSS. We conclude with a discussion of implications for future research in this area.

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Marketing Management Support Systems

Cited by 50 publications

References 0 publications

Demonstrating the Value of Marketing

Demonstrating the Value of Marketing

Impact of artificial intelligence on marketing

Globally distributed R&D work in a marketing management support systems (MMSS) environment: a knowledge management perspective

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