文章基本信息

标题：USING DSS FOR MARKETING DECISION-MAKING: THE MDSS
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作者：Randy Malec ; Roger Hayen
期刊名称：Issues in Information Systems
印刷版ISSN：1529-7314
出版年度：2002
卷号：3
页码：420-426
出版社：International Association for Computer Information Systems
摘要：The development and deployment of a marketing decision support system (MDSS) represents an emerging trend in the field of marketing in which the increased application of decision support system (DSS) technology enhances decision-making. This research reviews recent advances in MDSS applications and technology in order to identify potential benefits and limitations of MDSS. The research supports the consideration of an MDSS as a valuable decision-making tool.
关键词：Marketing decision support; MDSS limitations; MDSS benefits; expert systems;fuzzy logic; artificial neural networks