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Integrating the enterprise: the role of a language system for a marketing conception

John Driver (Honorary Senior Research Fellow, Department of Commerce, University of Birmingham, Birmingham, UK.)
Panos Louvieris (Lecturer in Information Systems in the School of Management Studies, at the University of Surrey, Guildford, UK.)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 1 September 2002



A marketing‐centric view of the connected enterprise implies that qualitative information in its systems and general document structures share a marketing‐based vocabulary – we propose that this should be founded on POSIT. As any system needs to be accessed and understood by people, the basis of its construction and navigation principles should be transparent even though many component processes will be automated. Based on the use of natural language, a user‐defined glossary stems from a selection of primitives and relationships between them. Semantic mapping employing the reciprocal text‐to‐graphical capability of EXPRESS and EXPRESS G is outlined. The significance of XML and related developments is introduced in the context of qualitative information search and extraction from documents. Consensual language also aids connectivity of intranets and extranets to the Internet.



Driver, J. and Louvieris, P. (2002), "Integrating the enterprise: the role of a language system for a marketing conception", Qualitative Market Research, Vol. 5 No. 3, pp. 172-187.




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