The Marketing Information Revolution

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Robert C. Blattberg, Rashi Glazer, John D. C. Little
Harvard Business School Press, 1994 - Marketing - 373 pages
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"There is only one valid definition of business purpose: to create a satisfied customer", asserted Peter Drucker in 1954. Today, the advanced technologies of the information revolution allow virtually unlimited knowledge of customer behavior - and competitive advantage belongs to those organizations best able to harness these technologies to deliver value to their customers. In this book, 23 experts - pioneers in marketing information science - assess the vast body of knowledge gained in the past decade. As the authors detail the driving principles and diverse uses of marketing information systems, they describe the insights gained from the experiences of leading American firms, including Quaker Oats, Procter & Gamble, CitiBank, Borden, Colgate, and Maytag.

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Contents

Preface
1
Marketing in the Information Revolution
9
Transforming
30
Copyright

12 other sections not shown

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About the author (1994)

RASHI GLAZER is Associate Professor in the Graduate School of Business at Columbia University.

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