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Brandframe: a marketing management support system for the brand manager

Author: Dalebout, Arco ; Wierenga, Berend ; Dutta, SoumitraINSEAD Area: Technology and Operations Management In: Marketing management support systems: principles, tools, and implementation - Wierenga, Berend;Van Bruggen, - 2000 - Book Language: EnglishDescription: p. 231-262.Type of document: INSEAD ChapterNote: Please ask the Library for this chapter.Abstract: The main purpose of this chapter is to ddemonstrate how the concepts, tools and methods, especially those dealing with knowledge, can be implemented to support real-life marketing problem-solving. We present BRANDFRAME, a system that is developed to support brand managers in fast moving consumer goods (FMCG). A prototype of BRANDFRAME was build and used by selected brand managers in Holland Fast Moving Company. The examples and illustrations used in this chapter are based on thsi particuler implementation of BRANDFRAME. We think that the BRANDFRAME system illustrates the type of marketing management support system that will prove to be successful in the future. It provides a comprehensive decision support environment, tailored to the job of a specific brand manager. BRANDFRAME makes use of the rich supply of data that are available nowadays for product managers and combines them with relevant marketing knowledge, making use of state-of-the-art knowledge processing technologies
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The main purpose of this chapter is to ddemonstrate how the concepts, tools and methods, especially those dealing with knowledge, can be implemented to support real-life marketing problem-solving. We present BRANDFRAME, a system that is developed to support brand managers in fast moving consumer goods (FMCG). A prototype of BRANDFRAME was build and used by selected brand managers in Holland Fast Moving Company. The examples and illustrations used in this chapter are based on thsi particuler implementation of BRANDFRAME. We think that the BRANDFRAME system illustrates the type of marketing management support system that will prove to be successful in the future. It provides a comprehensive decision support environment, tailored to the job of a specific brand manager. BRANDFRAME makes use of the rich supply of data that are available nowadays for product managers and combines them with relevant marketing knowledge, making use of state-of-the-art knowledge processing technologies

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