Marketing decision support systems: Adoption, use, and satisfaction
نویسندگان
چکیده
منابع مشابه
Hierarchical scaling of marketing decision support systems
Marketing Decision Support Systems (MDSS) show a large variety in functionality and form. In this paper a scale is developed that measures the sophistication of a Marketing Decision Support System. This scale, based on Guttman's Scalogram Analysis, is hierarchical in nature: more sophisticated MDSS have (also) the capabilities of less sophisticated systems but not the other way around. Items, u...
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ژورنال
عنوان ژورنال: International Journal of Research in Marketing
سال: 1997
ISSN: 0167-8116
DOI: 10.1016/s0167-8116(97)00009-8