Blackwell Reference Online

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A marketing decision support system is an information system that allows marketing decision‐makers to interact directly with both databases and models ( see database ). As such, it is an improvement on marketing information systems . A decision support system consists of the computer hardware and communication interface, databases, relevant marketing models and software, and the marketing decision‐maker. The aim is to help the decision‐maker not only by allowing access to past and current data, but also by providing answers to “what if…?” questions through the incorporation of marketing models deemed appropriate by the decision‐maker. A global information system is an organized collection of computer hardware, software, data, and personnel designed to capture, store, update, manipulate, analyze, and immediately display information about worldwide business activities. Using satellite communications, high‐speed microcomputers, electronic data interchanges ( see electronic data interchange ), fiber optics, CD‐ROM data storage, fax machines, and other technological advances in interactive media, global information systems are changing the nature of business. For example, at any moment, United Parcel Service (UPS) can track the status of any shipment around the world. Examples of marketing decisions that have been aided by decision support systems include media scheduling ( see media ... log in or subscribe to read full text