The Integration of Marketing Problem-Solving Modes and Marketing Management Support Systems

Research output: Contribution to journalArticleAcademicpeer-review

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.

Original languageEnglish
Pages (from-to)21-37
Number of pages17
JournalJournal of Marketing
Volume61
Issue number3
DOIs
Publication statusPublished - Jul 1997

Bibliographical note

Publisher Copyright:
© 1997 American Marketing Association.

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