Évaluation du succès des Systèmes d'Aide à la Gestion Marketing (SAGM) : cadre conceptuel et voies de recherches futures

Nathalie DEMOULIN

Abstract


This paper proposes a conceptual framework for evaluating the success of Marketing Management Support Systems (MMSS). The framework is further used to synthesize previous empirical researches and to find out new research tracks. The comparison of the used methodologies enables us to suggest methods adapted to these research tracks.

Keywords


Marketing decision support system;Marketing information systems;Marketing decision-making;Success measures

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DOI: http://dx.doi.org/10.9876/sim.v9i3.160

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