To read the full version of this content please select one of the options below:

The use and development of marketing information systems in Queensland, Australia

Alan Buttery (Foundation Professor of Management, Department of Management, James Cook University, North Queensland, Australia)
Rick Tamaschke (Reader, Graduate School of Management, University of Queensland, Brisbane, Australia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 June 1996

Downloads
2876

Abstract

Argues that a good marketing information system can make decision making more efficient and effective. It can be used to help create a competitive advantage, and can even substitute for expensive assets. Analyses data from a survey conducted by the authors in Queensland, Australia, and finds that even though SME managers recognize the value of marketing information systems, they have generally done little to develop them so far. This is true for services as well as other industry sectors. Identifies exceptions and outlines one example. Finds that this network of firms derives considerable benefits from its marketing information system. Concludes by presenting seven maxims for the development of a sound marketing information system.

Keywords

Citation

Buttery, A. and Tamaschke, R. (1996), "The use and development of marketing information systems in Queensland, Australia", Marketing Intelligence & Planning, Vol. 14 No. 3, pp. 29-35. https://doi.org/10.1108/02634509610117339

Publisher

:

MCB UP Ltd

Copyright © 1996, MCB UP Limited