Decision Support Systems in Marketing

The practical application of decision support systems in marketing is still in its infancy, even though academic research has been recommending the use of such systems for years. This is largely due to the lack of a single, generally applicable decision support system. The specific requirements and...

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Bibliographic Details
Published in:Journal of business market management 2007-11, Vol.1 (4), p.289-307
Main Authors: Engelke, Jan, Simon, Hermann
Format: Article
Language:English
Subjects:
Conjoint analysis
Decision support systems
Market surveys
Studies
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Summary:The practical application of decision support systems in marketing is still in its infancy, even though academic research has been recommending the use of such systems for years. This is largely due to the lack of a single, generally applicable decision support system. The specific requirements and problems of management are too dissimilar to make the development of one universal decision support system feasible. However, improved PC performance, enhanced market survey methods such as conjoint measurement, and further developed programming tools permit the varying requirements to be fairly flexibly met. The following article describes state-of-the-art know-how regarding the practical utilization of such systems, and addresses the preconditions for employing them. We have included many examples gathered from our own experience with numerous applications. [PUBLICATION ABSTRACT]
ISSN:1864-0753
1864-0753
DOI:10.1007/s12087-007-0014-5