Meeting the information needs of marketing in the twenty‐first century

Abstract

Addresses the question of whether ‐ now that we exist in the much heralded “information era” ‐ the information needs of those engaged in marketing are being satisfied. With interest in the Internet, as a burgeoning global communications medium, we now understand how things might be in the future concerning the sheer volume of information available to the marketing decision maker. However, a question remains as to whether this information is collected and presented in a form ‐ at a level of specificity and depth ‐ that makes for better marketing decision making. In this paper, the authors argue that there are 12 issues that need addressing in order to ensure that the information needs of marketers are being satisfied.

Citation

Culkin, N., Smith, D. and Fletcher, J. (1999), "Meeting the information needs of marketing in the twenty‐first century", Marketing Intelligence & Planning, Vol. 17 No. 1, pp. 6-12. https://doi.org/10.1108/02634509910253731