Abstract
Product planners spend a great deal of time collecting and analyzing data in order to engage effectively in marketing activity. In increasingly competitive environments, this task is more critical due to the multiplicity of options and factors the planner must consider. For business or industrial markets in particular, an added difficulty is often the lack of reliable data pertaining to market statistics and market dynamics. This paper describes a computer-based marketing decision support system (MKDSS) that was developed for use in support of the marketing function at an expert system company. It was used to support the product planner's strategy for marketing the company's central product, an expert system shell, by aiding in the selection of a suitable marketing mix. The case examines MKDSS development issues and discusses several considerations and implications for the design and use of MKDSS in business markets.
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