Computer aided marketing planning : the experience of early adopters
Computer aided marketing planning : the experience of early adopters
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DOI：
10.1080/0267257x.1996.9964424
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发表时间：
1996-07
影响因子：
4.4
通讯作者：
Hugh Wilson;M. McDonald
中科院分区：
文献类型：
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作者：
Hugh Wilson;M. McDonald
先前对营销规划决策支持系统用户的研究产生了许多潜在的好处和实现这些好处的成功因素。采用多案例研究设计，在四个组织中使用一系列系统对这些结果进行了测试，以评估先前结果的推广程度。该研究支持的好处是系统可以： 通过自动计算、图形和指导帮助使用营销工具；通过支持快速迭代促进小组规划；帮助跨职能和多层次分析的整合；并形成实时电子计划的存储库，其中年度计划是一个快照。支持的成功因素包括高层管理人员的支持、足够广泛的团队定义、被视为授权而不是控制的系统以及适当的计划单元的定义。该研究证实了软件在减少有效营销规划实践中的一些障碍方面的潜力。需要进一步的研究来检验本研究尚无结论的领域。
Previous research with users of a decision support system for marketing planning generated a number of potential benefits and success factors for achieving them. Using a multiple‐case study design, these were tested in four organizations using a range of systems to assess the extent to which the previous results could be generalized. Benefits supported by the study were that systems can: aid in the use of marketing tools through automated calculations, graphics and guidance; facilitate group planning through support for fast iteration; aid the integration of cross‐functional and multiple‐level analyses; and form the repository for live electronic plans from which annual plans are a snapshot. Success factors supported were top management support, sufficiently wide team definition, a system that is seen as empowering rather than controlling, and definition of appropriate planning units. The study confirms the potential of software for reducing some of the barriers to effective marketing planning practice. Further research is needed to examine the areas where this study was inconclusive.