|Item type||Current location||Call number||Status||Date due||Barcode||Item holds|
|Book||IPAM Porto||658.8 DYE 932||Available||932|
This book will assist with the development of introductory and intermediate marketing decision support systems'(MDSS) skills within the marketing curriculum. The text stresses DSS software applications which are driven by the theory and the content of marketing management and marketing strategy, as opposed to the "let's learn software commands first and then let's find some marketing applications" mentality. The book offers and oportunity to institute MDSS applications such as marketing management, marketing strategy, marketing models, marketing analysis, and case in marketing, marketing courses which will enable the student to intergrate computer and DSS software knowledge gained from previous marketing courses.
Índice:Part I - DSS and marketing decision making: 1. The need for decision support systems in marketing; 2. Framework for decision making; 3. The evolution of marketing decicion support systems: review of major components of an MDSS; 4. MDSS for the choise phase: level three - Dacision analysis approaches. Part II - The analytic hierarchy process: 5. An overview of the analytic hierarchy process; 6. Underpinnings of AHP and advanced AHP/EC applications. Part III - Decision analysis and marketing strategy planning: 7. Marketing-strategy planning: overview and situation analysis; 8. Planning marketing strategy; 9. Evaluation and control.