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Today, from a business and marketing perspective, vast numbers of customers and potential customers interact with one another through electronic and online channels that range from emails to social media hubs such as Facebook, MySpace and Twitter.
Marketing management support systems (MMSS) are computer-enabled devices that help marketers to make better decisions. Marketing processes can be quite complex, involving large numbers of variables and mostly outcomes are the results of the actions of many different stakeholders (e.g., the company i
In a viral marketing campaign an organization develops a marketing message, and stimulates customers to forward this message to their contacts. Despite its increasing popularity, there are no models yet that help marketers to predict how many customers a viral marketing campaign will reach, and how
Model-based decision support systems (DSSs) improve performance in many contexts that are datarich, uncertain, and require repetitive decisions. But such DSSs are often not designed to help users understand and internalize the underlying factors driving DSS recommendations. Users then feel uncertain
Marketing managers often provide much poorer evaluations of model-based marketing decision support systems (MDSSs) than are warranted by the objective performance of those systems. We show that a reason for this discrepant evaluation may be that MDSSs are often not designed to help users understand
We study the performance of Virtual Stock Markets (VSMs) in an institutional forecasting environment. We compare VSMs to the Combined Judgmental Forecast (CJF) and the Key Informant (KI) approach. We find that VSMs can be effectively applied in an environment with a small number of knowledgeable inf
Marketing decision makers are responsible for the design and execution of marketing programs for products or brands. They operate under different names, such as product manager, brand manager, marketing manager, marketing director, or commercial director. They choose the target markets and segments
Consumenten leggen steeds vaker contact met elkaar via het Internet. Elektronische discussieforums, mededelingenborden, nieuwsgroepen, e-maillijsten, chatrooms en weblogs bieden consumenten, waar dan ook ter wereld, de mogelijkheid om hun kennis, ervaringen en meningen te delen. De populariteit van
The individual impact of CRM systems is strongly related to impact at the organizational level. Fit with the task of the user is key. CRM systems are successful in organizations that reward customer-centric behavior and that have an analytical decision style. Acceptance of a CRM system should be mon
During the past decade, customers have become familiar with using various interface technologies, such as Web sites and wireless devices, to interact with firms. Increasingly, they choose the times and the channels through which they deal with firms for different aspects of their interactions. It is
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