Intelligent marketing information systems:: computerized intelligence for marketing decision making

Abstract

Marketing knowledge and expertise are a critical corporate resource for carrying out strategic decision making that supports marketing functions. Intelligent marketing information systems (IMkIS) can offer a way for marketing managers to share knowledge and expertise. Such sharing could help improve the economics and effectiveness of the marketing function. Traditional marketing information systems (MkIS) are limited in their managerial support capabilities. Unlike MkIS, an IMkIS incorporates, among other features, the use of a knowledge base of marketing strategies. Discusses the shortcomings of an MkIS and then offers a framework of IMkIS relationships illustrating information exchanges among various subgroups of the organization. Furthermore, offers a design of an IMkIS based on this framework. Demonstrates the creation of a knowledge base by capturing the strategic marketing moves of a corporation for the case of PepsiCo, by using published information sources. Of course, production versions of such systems will make use of in‐house corporate knowledge. Provides illustrative queries. Discusses implications for IMkIS for the present and future.

Citation

Amaravadi, C.S., Samaddar, S. and Dutta, S. (1995), "Intelligent marketing information systems:: computerized intelligence for marketing decision making", Marketing Intelligence & Planning, Vol. 13 No. 2, pp. 4-13. https://doi.org/10.1108/02634509510083464