The Marketing information revolution
Harvard Business School Press, 1994 - Business & Economics - 373 pages
A guide for marketing executives demonstrates how to take advantage of the vast amounts of information available today by using information technology to transform large quantities of data into usable information
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Marketing in the Information Revolution
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A.C. Nielsen advertising analysis APDO applications approach artificial intelligence automated behavior Blattberg brand managers buyer causal chain chapter Citrus Hill coefficient communication companies competitive competitors consumer cost coupons CoverStory decision support systems described display distribution effects electronic environment estimates example expert systems factors firm focus forecasts Frito-Lay function household identify increase individual industry information revolution information systems information technology input insights intuition Journal of Marketing knowledge learning logit manufacturers marketing data marketing decision marketing information revolution marketing managers marketing research Marketing Science McCann MDSS MDSSs merchandising multinomial logit organization organizational packaged parameter performance personal computer POS data predictions problem promotion purchase response retailers SalesPartner scanner data scanner panel segment semantic network specific statistical Stop & Shop strategy structure supermarket systems integrator techniques tion transaction databases variables