Critical problems in marketing planning: the potential of decision support systems

Abstract

Few companies use a comprehensive marketing planning process, despite wide agreement on the benefits to be gained. This results from cognitive, procedural, resource, organizational, cultural, informational and environmental problems. While computers in marketing are mainly used for operational tasks, research in other domains suggests that decision support systems could assist in reducing some of these problems. A research project is, therefore, under way to examine whether and how software can be used to improve strategic marketing planning practice. An initial report on findings to date is given, based on a qualitative evaluation with six organizations using a prototype system. There is some evidence that appropriate software support can increase marketing skills, encourage wider evaluation of alternatives, support wider managerial involvement in strategy formation, improve internal data flows and enhance plan quality. Provisional guidelines on the nature of such systems are presented. Future research stages are outlined.

Keywords:

• marketing planning
• decision support systems
• qualitative evaluation