Marketing decision support system


Marketing decision support system

A marketing decision support system (sometimes abbreviated MKDSS) is a decision support system for marketing activity. It consists of information technology, marketing data and modeling capabilities that enable the system to provide predicted outcomes from different scenarios and marketing strategies, so answering "what if?" questions.[1]

A MKDSS is used to support the software vendors’ planning strategy for marketing products. It can help to identify advantageous levels of pricing, advertising spending, and advertising copy for the firm’s products.[2] This helps determines the firms marketing mix for product software.

References

  1. ^ B. Wierenga, Gerrit Harm van Bruggen, Gerrit Van Bruggen (2000), Marketing management support systems: principles, tools, and implementation, ISBN 9780792386155, http://books.google.co.uk/books?id=BV-CDoiOhogC&pg=PA104 
  2. ^ Arinze, Bay (May 1990), "Market planning with computer models: A case study in the software industry", Industrial Marketing Management 19 (2): 117–129, doi:10.1016/0019-8501(90)90036-U