The Marketing Information Revolution
Robert C. Blattberg, Rashi Glazer, John D. C. Little
Harvard Business School Press, 1994 - Marketing - 373 pages
"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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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