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- Title
The Integration of Marketing Problem-Solving Modes and Marketing Management Support Systems.
- Authors
Wierenga, Berend; van Bruggen, Gerrit H.
- Abstract
To be effective, decision aids for marketing managers should match with the thinking and reasoning processes of the marketing decision makers who use them. The authors take a cognitive approach to problem solving in marketing. They develop a classification of "marketing problem-solving modes" and distinguish four modes: optimizing, reasoning, analogizing, and creating. They also present a typology of what they call "marketing management support systems." In an integrating framework, they then link the four marketing problem-solving modes with the most appropriate marketing management support systems. The authors conclude with a discussion of the implications of this "demand-side" approach to marketing management support systems.
- Subjects
DECISION making in marketing; MARKETING executives; PROBLEM solving; COGNITION; MARKETING management; MARKETING strategy; ADVERTISING media planning; MARKETING planning; MARKETING research
- Publication
Journal of Marketing, 1997, Vol 61, Issue 3, p21
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224299706100302