An Analytic Approach to Marketing Decisions

An Analytic Approach to Marketing Decisions

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This practical guide is designed for instructors who want to introduce software applications to complement cases and simulations, and to provide students with a framework for building and using MDSS (marketing decisions support systems) skills, without requiring prior experience of micros and software. It presents an integrated approach that defines both the need for MDSS and a system of software tools for marketing decision making. Three levels of MDSS - information management, information analysis, and decision analysis - are covered. Tutorials for Lotus 1-2-3 and the EC software, and a variety of cases and exercises are included.
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Product details

  • Paperback | 368 pages
  • 179 x 234mm | 657g
  • Prentice-Hall
  • Harlow, United Kingdom
  • 0130352624
  • 9780130352620

Table of contents

The need for decision support systems in marketing; framework for decision making; the evolution of marketing decision support systems - review of major components of an MDSS; MDSS for the choice phase - level three - decision analysis approaches; an overview of the analytic hierarchy process; underpinnnings of AHP and advanced AHP/EC applications; situation analysis; planning market strategy; evaluation and control.
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