Data-Driven Marketing Management Support Systems

Abstract

The attempts to use the various components of marketing management support systems to support marketing decision making have resulted in several types of systems that marketers can use to support their decision-making activities. These systems have appeared from the early 1960s onward. Continuous developments in the various components have stimulated the ongoing development of newer and more advanced types of systems. Roughly speaking, we can say that the first three decades of MMSS have been dominated by what we call data-driven marketing management support systems. These are systems that heavily emphasize the marketing data and analytical capabilities components. In this chapter we describe three types of data-driven marketing management support systems: marketing models, marketing information systems, and marketing decision support systems.