A marketing decision support system (sometimes abbreviated MKDSS) is a decision support system

Decision support system

A decision support system is a computer-based information system that supports business or organizational decision-making activities. DSSs serve the management, operations, and planning levels of an organization and help to make decisions, which may be rapidly changing and not easily specified in...

 for marketing

Marketing

Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...

 activity. It consists of information technology, marketing data and modeling capabilities that enable the system to provide predicted outcomes from different scenarios and marketing strategies, so answering "what if?" questions.

A MKDSS is used to support the software vendors’ planning strategy for marketing products. It can help to identify advantageous levels of pricing, advertising spending, and advertising copy for the firm’s products. This helps determines the firms marketing mix for product software

Marketing mix for product software

The marketing mix for product software parallels the notion of marketing mix for general products and is likewise composed of the four controllable factors of marketing managers: price, promotion, product, and place...

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