Decision support system in marketing

Date of publication: June 15, 1987

Author: Gavin T. Leslie

Abstract:

Computerised DSS do provide the potential for better decisions to be made and for significant increases in management productivity. The degree to which this potential can be realised depends upon culture and organisation as much as upon computer technology. Practical experience gained by Effem Management Services Ltd in the implementation of Decision Support environments across many different industry sectors illustrates the benefits and pitfalls that await organisations that adopt a 'Decision Support' environment. This paper highlights the lessons learnt from implementing DSS, notes the principal benefits and problems associated with DSS and emphasises the fact that the computer technology is but half the solution to a successful Decision Support Environment.

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