TY - JOUR AB - So far there has been a lack of consideration of core philosophies in the literature on Marketing Information Systems Design. Three possible paradigms which could be used are discussed, namely the prescriptive approach, positivism and phenomenology. The possibility of combining paradigms is also investigated. A case study of an application developed by the authors for a buying group of Scottish retailers is described as two sub‐systems, one using the prescriptive approach and the other phenomenology. Mixed scanning and proto‐typing, as complements to the phenomenology paradigm are outlined. VL - 25 IS - 1 SN - 0309-0566 DO - 10.1108/03090569110136303 UR - https://doi.org/10.1108/03090569110136303 AU - Buttery E. Alan AU - Buttery Ewa M. PY - 1991 Y1 - 1991/01/01 TI - Design of a Marketing Information System: Useful Paradigms T2 - European Journal of Marketing PB - MCB UP Ltd SP - 26 EP - 39 Y2 - 2024/03/28 ER -