A Study on the Implementation of Marketing Decision Support System

Abstract

Every organization is affected by the unstable economy. Tax, cost, competitive, human, and financial pressures besiege it from all sides. Today's new tendencies of globalization, privatization, and liberalization have increased competition in the industry. To obtain a competitive advantage, businesses must therefore carefully plan and carry out each of its various components. If implemented correctly, the Marketing Decision Support System (MDSS), one of its components, can be a source of outstanding performance. This document makes it possible to become familiar with the various elements of MDSS. A growing trend in the field of marketing that uses decision support system (DSS) technology more frequently to improve decision-making is the development and implementation of marketing decision support systems (MDSS). In order to pinpoint potential advantages and restrictions of MDSS, this study examines current developments in MDSS applications and technology. The research backs up the idea that an MDSS can be a useful decision-making tool. Despite these interdependencies, the integration of DSSs and CRM solutions has not been sufficiently taken into account in studies. In terms of knowledge-driven marketing in B2B marketing, this paper's original contribution is the integration of marketing DSSs and CRM from both a theoretical and practical standpoint.