THE INTEGRATION OF MARKETING PROBLEM-SOLVING MODES AND MARKETING-MANAGEMENT SUPPORT SYSTEMS

To be effective, decision aids for marketing managers should match wit h the thinking and reasoning processes of the marketing decision maker s who use them. The authors take a cognitive approach to problem solvi ng in marketing. They develop a classification of ''marketing problem- solving modes'' and distinguish four modes: optimizing, reasoning, ana logizing, and creating. They also present a typology of what they call ''marketing management support systems.'' In an integrating framework , they then link the four marketing problem-solving modes with the mos t appropriate marketing management support systems. The authors conclu de with a discussion of the implications of this ''demand-side'' appro ach to marketing management support systems.